As of early 2026, the UK's Competition and Markets Authority (CMA) has enhanced its Green Claims Code enforcement. Crucially, retailers and distributors can no longer rely blindly on the green claims given to them by manufacturers. They must perform active due diligence.
Regulatory bodies like the Advertising Standards Authority (ASA) are now deploying AI-driven systems to proactively monitor advertisements at an unprecedented scale. If your marketing implies sustainability without immediate, accessible substantiation, automated systems will flag it. We recommend deploying parallel internal AI auditing structures to assess ad copy before it reaches the consumer market.