(Not a how-to but rather a please don’t)

I unapologetically loathe fake grass/fake lawns. It is my personal view that not only do they look unsightly, but they are truly awful for the environment on many levels. Gardens should be mowed (or not), not hoovered. And they shouldn’t burn dogs feet in summer. So, it blows my mind that some fake lawn suppliers market their products as eco-friendly. Say what now? I know! It does not however blow my mind that some people may have fake lawns installed on the back of these spurious claims. I’ve seen them marketed as green because they don’t need watering. OK, they definitely don’t (but they do need washing). Though, conversely, having them may contribute to flooding, and we’re all paying for that, literally in the case of higher home insurance premiums. My dog FWIW is very confused by fake grass. She knows she’s not allowed to wee on carpets or rugs so why on earth should she be encouraged to go on a plastic sheet?

I CAN see some minimal justified use of fake lawns, and I have some sympathy for consumers in navigating this and falling for greenwashing. And of course, it’s not just fake lawns making fake claims.

In my last newsletter I mentioned a piece on a report from the University of Portsmouth on water companies in England using greenwashing to hide environmental harm. It claims that water companies have softened the language around raw sewage discharges by rebranding sewage treatment facilities as “water recycling centres”. They have also described sewage overflows as “heavily diluted rainwater” even when untreated sewage was present and posed a threat to public health. Gross, and misleading.

I very much think we’re going to see more of this kind of thing with the new government’s house-building targets/strategies. Of the “We’re flattening/building on/ this greenbelt but hey here’s a pocket park, a few trees and a bird box on each house!’ I hope I’m wrong…time will tell.

It can be and in reality often is, really hard to navigate and see through greenwashing. So what can you do as a business?

This is a useful resource from the ASA with an online library of advice pieces covering various sectors and topics.

This ASA ruling s a timely reminder of what happens when you don’t take heed of the above and it’s quite the harsh one for a company trying to offer a sustainable alternative to synthetic floorings.

For those in financial services this is useful – The FCA on sustainable products.

From a consumer perspective, I have to say I’m more and more drawn to B Corps. B Corps (awful name, with quite low consumer awareness) are ‘Transforming the global economy to benefit all people, communities, and the planet.’ Shouldn’t all businesses be B Corps by default? I live in hope.

At the end of the day, greenwashing isn’t just misleading – it actively harms genuine efforts to protect the environment. Consumers deserve honesty, and businesses should be held accountable for their claims. Whether it’s choosing products with real sustainability credentials, pushing for stronger regulations, or supporting initiatives like B Corps, we all have a role to play in cutting through the noise. Transparency isn’t just ethically sound – it’s a moral imperative.