B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
37%
37% -- share of dubious claims with vague general statements for Dubious environmental claims examined by CMA/ACM (2020-11)
37% of examined dubious environmental claims included vague and general statements to give consumers the unsubstantiated impression that the product did not have a negative impact on the environment.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
37%
Unit
Percentage
Data Vintage
2020-11
Entity
Sample Size
344
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Competition and Markets Authority (CMA) and Netherlands Authority for Consumers and Markets (ACM)
Primary
Tier A
https://www.circularise.com/blogs/greenwashing-in-businesses-part-1/ ↗
Source Article
Greenwashing: Deceptive advertising and misleading claims
This article is Part 1 of a 3-part series on greenwashing. Read Part 2 and Part 3.
With more consumers prioritising eco-friendly products and services, the tide has turned against greenwashing companies. As more companies are making unsubstantiated or misleading sustainability claims to attract cust…
Original Research
Competition and Markets Authority (CMA) and Netherlands Authority for Consumers and Markets (ACM)
· Original study ↗
Methodology
Detailed examination of 344 dubious claims from the CMA/ACM website screening
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Dubious environmental claims examined by CMA/ACM: 37% share of dubious claims with vague general statements. Source: Competition and Markets Authority (CMA) and Netherlands Authority for Consumers and Markets (ACM) (2020-11). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dubious-claims-vague-statements-2020
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<blockquote cite="https://lighthousedata.io/data/dubious-claims-vague-statements-2020" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37%</strong> -- share of dubious claims with vague general statements for Dubious environmental claims examined by CMA/ACM<br><small>Source: Competition and Markets Authority (CMA) and Netherlands Authority for Consumers and Markets (ACM) (2020-11) · <a href="https://lighthousedata.io/data/dubious-claims-vague-statements-2020" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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