Iona Silverman, Freeths | Greenwashing, what is it and what does it mean for your company? Ep.11

In this episode of Infinity Nation, Founder and CEO of Infinity Nation, Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths who specialises in Intellectual Property & Media. Iona explains why greenwashing is now a major regulatory and reputational risk for brands. As consumers demand greener products and legislation tightens, advertisers must be precise, transparent and evidence-backed when making environmental claims.

Key Topics Discussed:

• Greenwashing and why it’s a hot regulatory and reputational issue
• ASA (Advertising Standards Authority) enforcement: recent decisions and standards
• What counts as a valid green claim: specificity required (e.g., % recycled content, recyclable components, energy source)
• Evidence and substantiation: need for own data/documentation (supplier statements alone aren’t enough)
• Bigger-picture consistency: product-level claims must align with overall business practices to avoid misleading consumers
• Practical marketing guidance: be specific, have data, and consider the company-wide context
• International perspective: EU (and many other jurisdictions) are as strict or stricter than the UK; new EU laws tightening requirements
• Brand & commercial considerations: consumer demand for greener products, generational differences, cost vs. mainstream pricing trade-offs
• PR and reputational risk: ASA rulings can cause significant brand damage even without fines

This episode was recorded in July 2023.

Useful Links:

• Connect with Iona Silverman on LinkedIn
• Learn more about Freeths
• Find out more about Infinity Nation
• Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
• Follow Infinity Nation on Instagram: Infinity Nation Instagram

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