Is your “eco-friendly cleaning” claim legal? What the Green Claims Code means for cleaning companies

“Eco-friendly cleaning.” “Green cleaning services.” “Non-toxic products.” Look at almost any cleaning company website and you’ll find claims like these. Most are made in good faith. But in the UK, they now face closer scrutiny than ever.

What is the Green Claims Code?

The Green Claims Code is guidance from the Competition and Markets Authority (CMA) on making environmental claims that don’t mislead customers. It applies to services as well as products, so it covers commercial cleaning companies, contract cleaners and domestic cleaning businesses alike. It also goes beyond words: logos, leaf symbols, green colour schemes and business names can all create a green impression.

The code sets out six principles. Green claims must:

1. Be truthful and accurate
2. Be clear and unambiguous
3. Not leave out or hide important information
4. Make only fair and meaningful comparisons
5. Consider the full life cycle of the product or service
6. Be backed by robust, up-to-date evidence

Why it matters now

The stakes rose in April 2025. Under the Digital Markets, Competition and Consumers Act 2024, the CMA can fine businesses up to 10% of global turnover for misleading consumers. The problem is widespread, too: an international review found that 40% of green claims made online could be misleading.

For cleaning companies, the risk isn’t only regulatory. Commercial clients increasingly report on their own sustainability, and tenders ask for evidence. A vague eco claim you can’t support can cost you a contract as easily as a complaint.

Where cleaning companies go wrong

The most common problems are claims that sound good but can’t be proved:

• “Eco-friendly cleaning” with nothing to show what that actually means
• “Non-toxic” or “chemical-free”, which are rarely accurate
• “100% green”, an absolute claim that is almost impossible to support
• One eco product used as proof that the whole service is green, while the rest of the operation overdoses chemicals, disinfects everything and wastes water and energy

What to do instead

The good news is that genuinely green cleaning gives you better claims. Practical changes such as dilution control, microfibre, risk-based disinfection, efficient routes and keeping soil out in the first place all reduce waste, cut costs and can be measured.

That turns a vague “we’re eco-friendly” into something specific, such as “dilution control at every site cut our chemical use by a third this year”. Specific, measurable claims are safer under the code and far more persuasive to clients.

Start by reviewing your website, brochures and tender documents against the six principles. Remove anything you can’t prove. Then start measuring what you already do well.

Sources: CMA Green Claims Code: business guidance · DWF: Green claims, are we heading for a fine mess? (March 2025)

Learn more

Our upcoming course, Practical Green Cleaning, shows cleaning businesses and contract cleaners how to cut chemical use, costs and environmental impact, and how to market green cleaning services honestly and confidently. Contact us to register your interest.