Can I say "recyclable", "sustainable" or "eco-friendly" in the UK?

Why vague words are the number-one problem

"Eco-friendly", "green", "kind to the planet", "sustainable" — these read to a shopper as a broad, whole-life-cycle promise. Very few products can actually evidence that. The CMA's own review of environmental claims found this pattern everywhere: it reported that the overwhelming majority of some product categories were marketed as environmentally friendly, and treated blanket eco-statements with no evidence as a core concern. The Code's fix is blunt: make the word specific, or lose it.

"Sustainable" and "responsible"

These are broad, subjective words that need clear, accessible substantiation of the specific benefit and its scope across the life cycle. The CMA's fashion-sector work targeted exactly this language: the undertakings it accepted required retailers to use specific, clear terms like "organic" or "recycled" rather than ambiguous words such as "eco", "responsible" or "sustainable" without further explanation. If you keep "sustainable," pin it to what is sustainable, by how much, over what part of the life cycle, and where the evidence lives.

"Recyclable"

A recyclability claim has to reflect reality, not theory. Under Principles 2, 5 and 6, "recyclable" should reflect whether the item is actually recycled in practice through UK kerbside or collection systems — not merely recyclable in a lab — and you must hold accessible evidence. An unqualified "100% recyclable" on an item that few UK councils actually collect is exactly the kind of claim that misleads. Qualify it (for example "widely recycled," where it meets the recognised on-pack recycling label test) and keep the supporting evidence.

"Natural", "biodegradable", "compostable"

• "Natural" reads as an environmental or health benefit and needs clear substantiation of exactly what is being claimed — state the specific composition or sourcing you can prove.
• "Biodegradable" needs a defined standard, timeframe and disposal environment, with the proof accessible; unqualified, it hides the conditions.
• "Compostable" must distinguish home from industrial composting and be certified to a recognised standard — e.g. "industrially compostable, certified to EN 13432, where facilities exist."

How to make a blanket claim safely

• Replace the vague word with the specific benefit — "made with 80% recycled aluminium" beats "eco-friendly" every time, and it's evidenceable.
• Scope it to the life cycle stage it actually covers (Principle 5) — don't let a recycled-content claim imply the whole product and its packaging are covered.
• Hold accessible evidence (Principle 6) — an LCA, test data or independent verification a consumer could reach.
• Lean on a recognised certification, not a self-made badge — and only where the certification genuinely covers that product and claim.

Frequently asked questions

Sources

• CMA Green Claims Code (2021) — Principles 2, 5 and 6, which blanket and recyclability claims most engage. gov.uk — Green Claims Code
• CMA fashion-sector undertakings (ASOS, Boohoo, George at Asda), March 2024 — required specific terms ("organic", "recycled") over ambiguous ones ("eco", "responsible", "sustainable"). gov.uk — ASOS, Boohoo and Asda greenwashing investigation
• Digital Markets, Competition and Consumers Act 2024 — the unfair-trading provisions (Part 4) that catch unsubstantiated claims; in force 6 April 2025. legislation.gov.uk/ukpga/2024/13

Content current as of 9 July 2026. Guidance and the CMA/DMCCA position can change — re-check the primary source before acting on anything time-sensitive.