As sustainability becomes a central pillar of corporate strategy, brands are increasingly eager to showcase their environmental credentials. But with this surge in sustainability claims comes a growing risk: greenwashing. Greenwashing is the act of misleading consumers about the environmental benefits of a product, service, or company. Authorities in the UK, EU, and beyond are tightening rules around environmental claims. Just as companies must substantiate earnings and forecasts, they must now validate their environmental claims.