by Margreet
03/09/24

How to apply the ACM guidelines for sustainability claims

The ACM (Dutch Authority for Consumers & Markets) has established five key guidelines to ensure that sustainability communication is not misleading. But how do you apply them? We’ll explain each with practical examples.

1. USE ACCURATE, CLEAR, SPECIFIC, AND COMPREHENSIVE SUSTAINABILITY CLAIMS

Certain combinations of words, images, and colours can give the impression that a product is sustainable when it is not. This is not allowed. If there is a sustainability benefit, it must be communicated accurately, specifically, and in clear language. It is not permitted to use goals, standard product features, and/or legal requirements to promote a product. Additionally, there are specific guidelines for claims related to CO2 and organic products.

Although the advertisement example below does not explicitly claim that the product has environmental benefits, the image combined with the text creates the expectation that the product offers significant environmental advantages.

Although this advertisement example does not explicitly claim that the product has environmental benefits,

the *image combined with the text* creates the *expectation* that the product offers significant *environmental advantages.*

2. SUBSTANTIATE SUSTAINABILITY CLAIMS WITH FACTS AND KEEP THEM UP TO DATE

The claim you make must be backed by evidence. The type of evidence required depends on the claim. Additionally, the quality of the evidence matters, so ensure it is reliable, independent, and verifiable. Regularly check that your claim is still accurate and revise it if necessary. This way, consumers can trust that your claim is valid.”

Just saying 'sustainable' isn't enough. What exactly is sustainable about your product?

3. MAKE FAIR COMPARISONS

Comparisons with other products, services, or companies must not mislead consumers. You must clearly indicate what you are comparing your product or company with.

You can only compare the sustainability aspects of your product or production process with a previous product or process from your organisation, or with a comparable product or process from another company.

Alternatively, you can compare your product with generally accepted standards in your industry. For example, Levi’s uses Water<Less® technology and claims that ‘this technology uses 96% less water than standard finishing techniques’.”

More sustainable than what? This example shows you need to make a clear and fair comparison.

4. DESCRIBE FUTURE SUSTAINABILITY AMBITIONS IN CONCRETE AND MEASURABLE TERMS

Only communicate your sustainability ambitions if you have a clear and accessible plan to support them. Your strategy should include continuous, specific, and practical steps for improvement that are already in progress or about to begin. Set achievable goals that can be measured. The ACM recommends having the feasibility of your sustainability goals verified by an independent third party.

Would you like to verify the feasibility of your sustainability ambitions? NEWKINDS has developed a Sustainability Strategy Check. Contact us for more information.

Ambitions are great, but make you are concrete about your plans.

5. ENSURE THAT VISUAL CLAIMS AND LABELS ARE HELPFUL

You can use visual claims such as symbols, colours, or images as long as they support an accurate written claim. Do not create your own sustainability label; instead, use independent labels created by accredited certification bodies. These are reliable and independent. Make sure you gather the necessary evidence and comply with certification standards. For example, you may only use the FSC logo if you are a member, or the GOTS logo only if your organisation is GOTS-certified.