Enhanced sustainability claims rules take effect

The Sustainability Advertising Code came into force on Wednesday 1 February 2023. The new code applies to all sustainability claims, i.e. environmental claims as well as ethical claims.

The new code replaces the Environmental Advertising Code (MRC), which only covered environmental claims. The updated rules now apply to all sustainability claims. The main rules have remained unchanged: sustainability claims must not mislead and must be demonstrably correct. Paying attention to your sustainability ambition in advertising is allowed, provided it is clear that it is an aspiration and that it is an achievable goal.

Extra clarity for consumers

It is not always clear to consumers what is meant by claims such as 'sustainable' or 'responsible'. Therefore, this should be made specific by advertisers in their advertisements. And claims must be able to be substantiated with up-to-date evidence. Because the term sustainable can refer not only to the environment, but also to animal welfare or working conditions, for example, the code applies to both environmental and ethical claims.

The new Sustainability Advertising Code aims to provide a clear regulatory framework for advertisers, in line with existing legislation and its interpretation by the ACM in the Sustainability Claims Guide. As European legislation on sustainability claims is also in the pipeline, the code will be evaluated after a year and adapted if necessary to keep it current and relevant.

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