Environmental messaging has become a powerful marketing tool, with many brands highlighting sustainability credentials directly on their packaging. In 2025, however, biodegradable label marketing is coming under closer scrutiny. The UK’s Green Claims Code, enforced by the Competition and Markets Authority (CMA), is placing new limits on what companies can say, how they say it, and the evidence they must provide. For businesses relying on eco-friendly labelling to attract consumers, this shift is significant.
Why the Green Claims Code Matters
The Green Claims Code was introduced to tackle misleading or exaggerated environmental statements, often referred to as greenwashing. It sets out six principles to ensure that all claims are accurate, substantiated, and clear to the average consumer. For biodegradable labels, this is particularly relevant. Terms such as “eco-friendly,” “sustainable,” or “plastic-free” are now expected to be backed up with evidence that is both accessible and up to date.
The CMA has already signalled that packaging will be a focus of enforcement. Businesses that cannot provide proof for their environmental statements risk reputational damage, financial penalties, or removal of products from shelves.
The Challenge of Biodegradable Messaging
Biodegradability is a complex concept. While a label material may break down under certain conditions, the speed and extent of degradation depend on the environment. For example, a product that decomposes in an industrial composting facility may not do so in a household bin or natural setting.
This nuance is precisely what the Green Claims Code demands businesses to address. Labels must state clearly under what conditions biodegradation occurs and avoid vague language. Phrases such as “compostable” or “biodegradable” need to be accompanied by context, whether it relates to temperature, timeframe, or disposal infrastructure.
Implications for Label Marketing
For brands using biodegradable labels as a marketing advantage, the Green Claims Code requires a rethink of design and wording. It is no longer sufficient to rely on broad sustainability symbols or short claims. Instead, detailed explanations may need to be included, either directly on the label or via QR codes that link to substantiating evidence.
This has consequences for layout. Extended label formats such as peel and reveal are increasingly being adopted, as they provide additional space for regulatory statements without diluting the visual appeal of the packaging. By allocating more space for evidence and disclaimers, companies can strike a balance between compliance and strong marketing.
A Shift Towards Accountability
The CMA’s focus is part of a wider regulatory push across Europe to ensure environmental transparency. For UK businesses, it is a reminder that sustainability marketing is moving from a promotional strategy to a compliance requirement. Biodegradable labels remain a valuable asset, but the claims associated with them must now withstand external scrutiny.
Companies that adapt early by aligning their labelling with the Green Claims Code will not only avoid enforcement risk but also build greater trust with consumers. Transparent, evidence-backed messaging is becoming a hallmark of responsible branding, signalling that eco-friendly labels in 2025 are as much about accountability as they are about appeal.