ASBP is proud to be a key supporter of the Anti-Greenwash Charter and is thrilled to see more of its members leading the way. By signing the Charter, each organisation has committed to upholding rigorous standards and setting new benchmarks for responsible communication within the industry. Take the first step and apply to join the Charter (Step 1).
Whitby Wood is the latest ASBP Member to create a Green Claims Policy under the guidance of the Anti-Greenwash Charter. The process involves completing Step 2 (typically taking 6 months) with tailored support to align communications with the Charter’s standards. Once the Green Claims Policy is complete and approved, the organisation becomes a certified signatory (Step 3), committed to responsible sustainability communication.
To date (May 2025) several ASBP Members have taken a stand for transparency and accountability by completed the Charter’s verification process and publishing their Green Claims Policy: Back to Earth (Chris Brookman), Morgan Sindall Construction (Timothy Clement), Edward Bulmer Natural Paint UK (Edward Bulmer), and Whitby Wood (Stephanie Cobb).
Click on the logos below to read some of our members’ commitments to anti-greenwash.
Back to Earth (Chris Brookman)
Building Trust Through Data-Led Sustainability Communications.
Back to Earth joined the Charter to demonstrate its commitment to evidence-based sustainability claims in the built environment.
Edward Bulmer Natural Paint UK (Edward Bulmer)
A Transparent Approach to Natural Paint.
Founder Edward Bulmer explains how the Charter supports the brand’s mission to challenge greenwashing, protect consumer trust, and bring honesty back to the language of paint.
Morgan Sindall Construction
Communication based on Transparency, Accountability, Honesty, Fairness.
The purpose of their Green Claims Policy is to define the standards they adopt throughout the organisation to ensure their green claims are fair and substantiated.
Whitby Wood (Stephanie Cobb)
Communicating with Purpose: Whitby Wood’s Anti-Greenwash Strategy.
In a built environment sector flooded with sustainability claims, engineering consultancy Whitby Wood stands out—not for volume, but for rigour. When the UK company signed The Anti-Greenwash Charter, it wasn’t just box-ticking; it was an extension of a deeper cultural shift.
ASBP Members who have signed up to the Anti-Greenwash Charter and completed Phase 1 (Application & Assessment) include: : 2050 Materials (Phanos Hadjikyriakou), Bereco (Kirsty Cox), Low Carbon Materials (Jonathan Duckmanton), Perkins & Will (Asif Din), Reusefully (Simon Guy), Sisaltech (John Ferguson), The Green Register (Lucy Pedler), The School of Natural Building (Barbara Jones). The Anti-Greenwash Charter (TAGC) has made its Green Claims Policy template publicly available to highlight that any responsible organisation making sustainability claims should adopt a clear, detailed policy.
In 2022 ASBP partnered with specialist communications agency and ASBP member Gusto to launch the Anti-Greenwash Charter in response to the alarming finding by the Competitions and Markets Authority (CMA) that up to 40% of green claims made online in 2021 could be misleading. You can find out more about the Charter, and why the ASBP were keen to support this initiative here.