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A plain-English guide to the UK Green Claims Code and the EU’s new rules, and what they mean for anyone marketing a sustainable venue or event.
If you market your venue or event as sustainable, green, or eco-friendly, two pieces of regulation now shape what you are allowed to say, and how you have to back it up. Here is what they are, in plain English, without the legal jargon.
The Green Claims Code is guidance from the Competition and Markets Authority on how businesses can make environmental claims without misleading customers. It has been actively enforced since April 2025, and the CMA has the power to fine businesses up to 10% of global turnover for claims it deems unsubstantiated.
The Code boils down to a simple principle: if you say it, you must be able to prove it. Claims should be truthful, clear, not omit important information, and be backed by robust, up-to-date evidence. “We are a sustainable venue” with nothing behind it is exactly the kind of claim it targets.
Running in parallel, the EU’s Empowering Consumers for the Green Transition Directive (2024/825) comes into force on 27 September 2026. It tightens the rules further, and in particular it targets generic environmental claims and self-declared labels that are not independently verified. For any venue or event that markets to, or operates in, the EU, it raises the bar for what counts as an acceptable green claim.
You do not need to be a lawyer to stay on the right side of this. A few practical habits cover most of the risk:
It is tempting to see this as a constraint, but it works in favour of venues doing genuine work. If unsubstantiated claims become risky, then substantiated ones become more valuable. A venue that can hand over measured, verifiable data stands out precisely because vague competitors no longer can. The regulation quietly rewards the venues that were doing the real thing all along.
The safest position, and the most competitive one, is to measure honestly, keep the evidence, and be precise about what you claim. Everything the Green Claims Code asks of you is also, conveniently, what wins business in a market that increasingly demands proof.
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One Tribe is a Climate Action Platform enabling businesses and their customers to make a positive environmental impact.
Eric currently works as an independent consultant at the intersection of nature and climate, focused on catalysing market and non-market solutions to drive the just transition.
He previously was Head of Product at Earthshot Labs, supporting nature conservation and restoration projects across the global south secure project finance. Prior to Earthshot Labs, Eric led nature-based carbon project development for Gorongosa National Park in Mozambique and founded the Carbon Cooperative, a global alliance of leading nature conservation and restoration practitioners exploring carbon finance. After serving in the Peace Corps in Mozambique out of university, he spent much of his 20s working in community-based conservation and ecosystem restoration efforts in Sub-Saharan Africa interspersed with two startup ventures as co-founder and CEO of a mental health tech startup and COO of a sustainable coffee company. Eric has a dual Masters in Environmental Engineering and Environmental Policy from Stanford University where he was a NSF Graduate Research Fellow and a BS in Environmental Engineering from Tufts University.
Alan is a risk management thought-leader, superconnector, and FinTech pioneer. His mission is to enable an Earth Positive economy which includes nature in global accounting systems.
Alan is Founder of Generation Blue, a venture studio dedicated to planetary game changers powered by exponential technologies. Previously, Alan established Natural Capital Markets at Lykke AG, pioneering blockchain based forestry and carbon backed tokens. Alan has over two decades of risk management experience advising global financial institutions, and was a founding member of the RiskMetrics Group, a JPMorgan spin-off. Alan is an investor and advisor to regenerative impact ventures, including TreeBuddy.Earth, Regenativ, and Vlinder Climate.
Lori Whitecalf made history when she became the first woman to be elected Chief of Sweetgrass First Nation in 2011. She served three terms of office from 2011-2017.
Lori took a two-year hiatus from leadership to expand the family ranch and serve as the FSIN Senior Industry Liaison. She was re-elected on November 29. 2019 and again on November 30, 2021, as Chief of Sweetgrass. Chief Whitecalf practises a traditional lifestyle of hunting, fishing and gathering. She currently sits on the following boards: Saskatchewan Indian Institute of Technology, FSIN Lands and Resource Commission, Battle River Treaty 6 Health Centre and Battleford Agency Tribal Chiefs Executive Council, FSIN Women’s Commission.
Tina is the Chief Business Officer for MLTC Industrial Investments, the Economic Development arm of the Meadow Lake Tribal Council. She has a diverse background of experience. Having spent 15 years as a municipal Chief Operating Officer, 20 years involved in Saskatchewan’s Health Authority Board Keewatin Yatthe and 9 years with Northern Lights Board of Education.
She continues as a Board Member with Beaver River Community Futures supporting small business development in her home region. Tina brings a wealth of experience in a variety of fields and many connections to the Indigenous communities of Northern Saskatchewan. In addition Tina holds a BA Advanced from the U of S, a Certificate in Local Government Authority from the U of R and is certified as a Professional Economic Developer for Saskatchewan and a certified Technician Aboriginal Economic Developer (TAED).
Tootoosis’ career spans 40+ years in HRM, political leadership, and Indigenous economic development, as a dedicated bridge builder and advocate for Indigenous causes.
As a key member of the Saskatoon Regional Economic Development Authority (SREDA) team since 2021, he develops strategies for the Truth and Reconciliation Commission final report and Call to Action #92.
He is a graduate of the First Nations University of Canada and a certified Professional Aboriginal Economic Developer. Spearheading various community initiatives while serving as a Chair of the SIEDN while directing ILDII and WIBF. Founder of MGT Consulting Tootoosis is based in Saskatoon, Treaty Six Territory.
Cy Standing (Wakanya Najin in Dakota) has a long and distinguished career including serving overseas as an Electronics Technician in the Royal Canadian Air Force, former Chief of Wahpeton Dakota Nation, former Vice Chief of the Federation of Saskatchewan Indigenous Nations (FSIN), past Executive Director of Community Development Branch of the Department of Northern Saskatchewan as well as an Order in Council appointment to the Federal Parole Board.
Mr. Standing has served as a Director on many Profit and Non-Profit Corporate Boards, including serving as a Director for Affinity Credit Union with assets of over six billion dollars as well as IMI Brokerage and Wanuskewin and is currently a member of the One Tribe Indigenous Carbon Board.