,On 22 January 2026 Competition and Markets Authority (CMA), UK publish "Making green claims: Getting it right, across the supply chain", which is a short explainer and supplementary guidance to the CMAs existing Green Claims Code (originally from 2021). It provides additional clarity on responsibilities for environmental (green) claims across complex supply chains, addressing stakeholder requests for guidance on liability when multiple parties (e.g., suppliers, manufacturers, brands, retailers) are involved. The goal is to help businesses comply with UK consumer protection law- now primarily under the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), effective from April 2025, which mirrors and extends previous rules- to ensure claims are accurate, substantiated, non-misleading, and backed by robust, up-to-date evidence. This promotes informed consumer choices, fair competition, innovation, and economic growth while deterring greenwashing. Illustrative Examples (Fictional Scenarios): Five examples highlight practical application and likely CMA priorities: Retailer falsely claims own-brand tents are fully recycled polyester (unverified, no processes) ? Targets retailer/manufacturer for lacking verification. Brand titles trainers "100% recycled" (only sole is); retailer continues selling ? Prioritises brand for broader remedy potential. Supermarket places low-organic products in a high-organic "environmental range" ? Focuses on the retailer for misleading grouping. Supplier continues "sustainably sourced" claim despite changed (unverified) materials ? Targets supplier for failing to update/inform. "Compostable" dishcloths require specialist return (unstated) ? Prioritises manufacturer for clear labelling/instructions. This guidance reinforces end-to-end accountability, encourages collaboration, and stresses internal processes/verification to minimise legal risks under consumer law. It should be read alongside the full Green Claims Code and related CMA/ASA resources.
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