We’re removing carbon-neutral certifications from our Framework - here’s why...
We are focused on ensuring our Proof Points are always clear, transparent and consider the latest thinking at a regulatory and scientific level. With this in mind, we have reflected on our approach to using the term ‘carbon neutral’ and will no longer be surfacing certifications which use these or similar phrases in our Framework.
These certifications rely heavily on carbon offsetting and the utility of this practice, when used as a tool to balance a business's total carbon footprint, has become highly disputed (see here for more context on recent investigations into carbon offsets). In turn, ‘neutrality’ terms can encourage a business-as-usual approach instead of encouraging tangible efforts to measure and reduce greenhouse gas emissions. Delta Airlines is a recent high-profile example of a company found to have misled consumers about the extent of its carbon reduction efforts by using these terms in a vague and opaque manner.
This move follows guidance from the EU Green Claims Directive, proposed in March, which suggests prohibiting vague common phrases such as ‘net zero’, ‘carbon neutral’ and ‘eco-friendly’ across EU member states where they are made without verified substantiation which is immediately accessible to the consumer. More recently, the European Parliament’s decision in May 2023 to ban unsubstantiated environmental claims such as “carbon neutral” which rely on carbon offsetting schemes, also further supports our decision. Additionally, there has been closer scrutiny on the use of these phrases by watchdogs such as the Advertising Standards Authority (ASA) here in the UK, who updated their guidance on using such terms in their latest report published in June ‘The environment: misleading claims and social responsibility in advertising’.
What does this mean if your company holds a carbon neutral certification?
We encourage you to apply for either our Carbon Measured or Carbon Offsetting Proof Points and use your certification as evidence.
With the certifiers’ agreement, this will then appear as a ‘verified’ (i.e. green tick) Proof Point which can be updated to include specific details about the initiatives your brand has undertaken to substantiate the claim in a transparent and greenwash-free way.