07 Dec 2023 --- The UK’s Advertising Standards Authority (ASA) has implemented new guidelines on green disposal claims, following consumer research showing public confusion over claims like “biodegradable” and “compostable.” From now on, such claims will have to be substantiated on labels in a number of ways. As of January 2024, all “green disposal” marketing will have to specify exactly to which product parts the claim relates, how long it takes for a product to fully biodegrade or compost and information about the disposal process, (if it is likely to differ from the average consumer’s expectations).
