Green Claims Policy


As signatories of The Anti-Greenwash Charter, we are committed to upholding good standards of responsible marketing practice. The purpose of this policy is to define the standards we adopt throughout our organisation to ensure green claims made about our products/ services are fair and substantiated. 

This policy applies to all communication channels we use on behalf of ourselves and our clients, including marketing communication, PR, crisis and reputation management, content creation, design, digital marketing, and internal communications.

In addition to this policy, all communications will comply with the relevant local laws and regulations at all times.

A picture of a forest with the words 'The Anti-Greenwash Charter' in white font

Our Standards


We commit to clear communication of what sustainability benefit our or our clients’ product or service offers and don’t conceal or omit information.


We substantiate our and our clients’ sustainability claims with accurate, and regularly evaluated empirical evidence. We commit to sharing facts, f igures and statements that can be checked.


We commit to using fair, clear and unambiguous language when providing comparisons with other products, services or organisations.


We ensure we make specific statements about our organisation’s and our clients’ sustainability efforts and that our actions match those promises.

Our Practices

We implement the following practices and procedures to ensure we uphold the aforementioned standards:


We define all the key ‘green’ terms we use to describe our and our clients’ products and services to ensure our claims are clear and transparent:

If you come across a term that you don’t understand and can’t find it on this list, email Jo Sutherland for clarification.

Editorial Processes

Two members of the Magenta team, including one senior consultant or director, review every piece of content and any green claims before publication and distribution. When writing content, our team refers to our list of clearly defined terms (see above) and updates the list when using a new term. We actively encourage staff members to challenge green claims.


We will compile evidence ready to clearly explain how we arrived at the conclusions shared in a green claim if, as and when requested.


All new employees receive an in-house training session on our Green Claims Policy and The Anti-Greenwash Charter so they fully understand the issues and benefits.

We include clear documentation in our employee handbook so all our employees can refer back to it whenever needed. Each year, every employee attends a refresher training session to discuss changes to the policy.

Community / client engagement

Our clients provide a crucial role in our fight against greenwashing, which is why we commit to acting as an editorial board on their behalf and championing the Anti-Greenwash Charter’s standards throughout the lifecycle of a communications campaign. In addition, we commit to answering any emails about our or our clients’ green claims within five working days.

If you have any questions or feedback on this policy or our green claims, please email Jo Sutherland at for clarification.

Regular Reviews

Being a signatory of the Anti Greenwash Charter is a continuous process. As such, we review our communications and marketing practices annually to ensure we are still compliant with any changes to the Charter.

This may involve carrying out annual internal audits of our content and checking references are up to date. We will also check for new developments in the industry that we can benchmark against.

Governance of this policy

Our MD is responsible for ensuring that our compliance with this Green Claims Policy is reviewed annually. Any non-compliance with this policy will be brought to the attention of the Board, who will decide on further actions and whether the matter should be escalated further.

Consultants and senior consultants are responsible for establishing and following practices, instructions and operating models in line with the Green Claims Policy on behalf of their clients.

Before entering new partnerships with third parties, such as clients and suppliers, we share our Green Claims Policy with them to encourage adoption of similar standards.

This Green Claims Policy has been approved &
authorised by:

Name: Jo Sutherland
Position: Managing Director
Date: January 2023