Greenwashing is firmly in the spotlight. The UK's new Digital Markets, Competition and Consumer Bill raises the stakes: fines could reach up to 10% of global turnover for large companies, with individuals facing penalties of up to £300,000.

For email marketers, this should be more than enough reason to scrutinise environmental claims before hitting "send".

Why Green Claims Matter in Email Marketing?

There's real profit in highlighting sustainable credentials. Even in tighter economic times, research shows that consumers are still willing to pay more for green and eco-friendly products. That said, what was once a free-for-all of vague environmental slogans is now under serious regulation.

The lesson for email marketers is clear: every claim you make needs to be accurate, specific, and defensible. Otherwise, your email campaign risks being pulled, or worse, fined — not to mention the reputational cost.

When Big Brands Get It Wrong

Take Unilever's "kinder to our planet" advert for Persil. Regulators deemed the claim misleading. The campaign was pulled, with no direct financial penalty — but the cost in wasted creative, production, and media spend was significant. For email campaigns, the wasted time and lost engagement alone should be deterrent enough.

Or consider Hyundai's campaign for the hydrogen-powered Nexo, claiming it "purifies the air as it goes". The Advertising Standards Authority (ASA) pointed out that, while the car filtered some incoming air, it still released pollutants such as tyre particles and brake dust. The lofty suggestion that 10,000 Nexos would offset emissions like planting 60,000 trees simply didn't hold up. For email marketers, the takeaway is simple: if a headline claim requires a footnote, reword it.

What Does This All Mean For Your Email Campaigns?

Regulators — from the Competition and Markets Authority (CMA) with its Green Claims Code to EU legislators tightening carbon-neutral claim rules — are making it clear: environmental messaging will be monitored. But it isn't just regulators watching. Your email subscribers are, too.

• Be precise. Avoid vague phrases like "eco-friendly" or "good for the planet" unless you can quantify them.
• Be honest. If you can't back it up, don't claim it. Overpromising damages trust faster than any fine.
• Be clear. If detail is needed, use supporting copy or a link. Don't hide critical clarifications in small print.

Be Honest, Be Careful

Email marketing thrives on trust. Greenwashing doesn't just risk fines — it risks subscriber confidence. The safest (and smartest) path is to be transparent. If you want your email campaigns to stand out for the right reasons, ensure every claim reflects reality.

In short: be honest, be clear, be careful. Your subscribers — and your bottom line — will thank you.