The Anti-Greenwash Charter

What The Anti-Greenwash Charter does

The Anti-Greenwash Charter is a UK-based not-for-profit certification programme, headquartered in Exeter, operating an independent signatory scheme that validates responsible environmental marketing by brands. It serves organisations making environmental claims — primarily in the built environment, paper/packaging, flooring, and seafood sectors (named signatories include Naked Paper, Karndean, and MSC) — through a three-step process: application and assessment, development and approval, and recognition and verification. The programme explicitly addresses regulatory exposure to greenwashing enforcement, positioning its Charter Mark as evidence of compliance with frameworks such as the CMA Green Claims Code.

The core offering consists of a Green Claims Policy development service, the Charter Mark certification badge, Signatory Status, content review of marketing communications, Greenwash Awareness Training, and a podcast (The Responsible Edge) used for thought leadership and signatory recruitment. There are no proprietary software platforms, algorithms, or hardware technologies underpinning the assessment process — the framework is governance- and reviewer-led, drawing credibility from academic partner Exeter Innovation and a network of industry-body supporters including Futurebuild, the Alliance for Sustainable Building Products (ASBP), the Green Register, and Timber Development UK.

Revenue is generated solely through annual signatory subscription fees under a not-for-profit cost structure, with the organisation operating at approximately 10 employees and disclosing no external funding rounds, acquisitions, or revenue figures. The go-to-market leverages the supporter ecosystem for referrals and the podcast for top-of-funnel awareness, with product expansion (training, content review) intended to deepen wallet share within the existing signatory base.

Name

The Anti-Greenwash Charter

Legal name

The Anti-Greenwash Charter Ltd

Website

https://antigreenwashcharter.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

The Anti-Greenwash Charter is a UK not-for-profit certification programme that validates responsible environmental marketing by brands in the built environment, packaging, flooring, and seafood sectors through a three-step assessment and Charter Mark badge, funded by annual signatory subscription fees.

Ownership category

akta.pro rank

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Signatory Fees: Organisations pay a fee to apply, undergo assessment, and earn signatory status and a Charter mark. The programme offers a structured onboarding path including application review, Green Claims Policy development support, optional content reviews, and optional training. Fees are likely subscription- or membership-based given the recurring nature of signatory status maintenance, though specific fee tiers are not publicly disclosed on the homepage.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Anti-Greenwash Charter is an independent, not-for-profit signatory programme that validates organisations' responsible marketing and communications. Organisations apply and undergo a comprehensive review of their media presence and regulatory history, develop a bespoke Green Claims Policy, and earn Signatory Status and a unique Charter mark as visible proof of their commitment. Supporting services include optional Communication Materials Reviews and Greenwash Awareness Training.

Product overview

The Anti-Greenwash Charter is a not-for-profit signatory programme that validates organisations' responsible marketing practices. The core offering consists of three interconnected elements: organisations apply and are assessed, develop and publish a Green Claims Policy, and upon approval receive Signatory Status and a Charter Mark as visible proof of their commitment. Supporting services include Communication Materials Review and Greenwash Awareness Training. Content resources include The Responsible Edge Podcast and research publications. The programme is structured around four core standards: Transparency, Accountability, Fairness, and Honesty.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Claims Policy A bespoke policy that signatories develop and publish to demonstrate their commitment to responsible marketing and communications, outlining how they make and verify environmental claims. Developed in collaboration with the Charter during the signatory onboarding process.
• Charter Mark A visible certification mark awarded to signatories upon approval of their Green Claims Policy, serving as publicly visible proof of the organisation's commitment to responsible marketing and communications practices.
• Signatory Status (Membership) Recognised membership in the Anti-Greenwash Charter programme, granted after application, assessment, and approval of the organisation's Green Claims Policy. Signatory status is maintained via annual fees and confers the right to display the Charter mark.
• Communication Materials Review An add-on review service available to signatories to evaluate their marketing communications for compliance with the Charter's four standards (Transparency, Accountability, Fairness, Honesty).
• Greenwash Awareness Training An add-on training programme available to signatories that builds awareness and understanding of greenwashing practices and how to avoid them in marketing communications.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• truMRKminorGTM or Marketing PartnertruMRK is listed as a partnering organisation in the website footer. The nature of the partnership appears to be strategic collaboration on responsible marketing — truMRK may provide marketing intelligence, monitoring, or related services that complement the Charter's mission to combat greenwashing. Specific details of the partnership arrangement are not elaborated in the source.
• FuturebuildcoreGTM or Marketing PartnerFuturebuild is listed as a supporter of The Anti-Greenwash Charter. Futurebuild is a major built environment exhibition and events brand. Their support positions the Charter within the sustainable construction and design community, providing a platform for signatory outreach and credibility within this vertical.
• The Responsible EdgecoreGTM or Marketing PartnerThe Responsible Edge is listed as a supporter of the Charter. As a consultancy focused on responsible business communication, their endorsement signals professional credibility and they likely amplify the Charter through their own client networks and content channels.
• Green RegistercoreGTM or Marketing PartnerThe Green Register is a professional network for sustainable building professionals. As a supporter, they introduce the Charter to their membership base of architects, specifiers, and sustainability professionals who need to communicate responsibly about environmental claims.
• ASBP (Alliance for Sustainable Building Products)coreGTM or Marketing PartnerASBP supports the Charter as part of its mission to advance sustainable building products. Their endorsement helps the Charter reach organisations in the built environment and construction sectors seeking credible sustainability communications standards.
• The Green Marketing AcademyminorGTM or Marketing PartnerThe Green Marketing Academy offers self-paced training in green marketing. Their support suggests an alignment in mission and audience — organisations seeking green marketing education may also seek Charter certification. The partnership likely involves cross-referral and content collaboration.
• EWB-UK (Engineers Without Borders UK)minorGTM or Marketing PartnerEWB-UK supports the Charter as part of its broader mission around responsible engineering and development. Their endorsement brings the Charter into the engineering and innovation community, adding credibility and expanding reach into a professional network concerned with ethical practice.
• Timber Development UKcoreGTM or Marketing PartnerTimber Development UK supports the Charter and likely channels referrals from its network of timber and wood product manufacturers and specifiers — a sector with significant sustainability communication needs and exposure to greenwashing scrutiny.
• Exeter Innovation (University of Exeter)minorStrategic or Co-development PartnerExeter Innovation, associated with the University of Exeter's business acceleration programme, is listed as a supporter. The connection may involve research collaboration, student or graduate talent, and academic credibility for the Charter's standards and assessment methodology.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• B Lab (B Corp Certification): Operates the most recognised independent certification for responsible business. B Lab validates operational standards, while the Anti-Greenwash Charter validates marketing claims — Naked Paper's quote explicitly frames the Charter as complementary to its B Corp status, positioning them as adjacent rather than overlapping standards bodies.
• Climate Neutral Certified: Independent certification programme that awards a labelled mark to brands that measure, reduce, and offset their carbon footprint. Highly comparable in structure — voluntary, mark-based, subscription-driven certification for consumer-facing brands making environmental claims.
• Forest Stewardship Council (FSC): Global not-for-profit standards body that certifies responsible forest management and chains of custody. Comparable as an independent, mark-based, subscription-funded certification scheme where the credibility of the mark itself is the core asset — and the Anti-Greenwash Charter aspires to similar brand-mark economics for environmental communications.
• Fairtrade International: Independent not-for-profit certification system for ethical sourcing, with a globally recognised mark licensed to consumer brands. Comparable governance model (independent NFP, mark licensing, signatory-style fees) and analogous mission of validating previously unsubstantiated sustainability claims.
• Science Based Targets initiative (SBTi): Independent standards body that defines and validates corporate emissions targets. Comparable as a recent-generation independent NFP standards setter with strong regulatory tailwind and enterprise signatories, validating the operating model the Anti-Greenwash Charter is pursuing.
• 1% for the Planet: Independent NFP whose members commit 1% of sales to environmental causes and receive a certification mark. Comparable as a voluntary, mark-based, fee-funded environmental certification for consumer-facing brands.

Broad incumbents

• Carbon Trust: Established sustainability certification and advisory body offering the Carbon Trust Standard for organisations reducing emissions. Comparable as a long-running third-party sustainability certifier, though its scope is broader and weighted toward carbon rather than marketing claims.
• EcoVadis: Global business sustainability ratings provider with a network-based assessment methodology used by enterprise procurement teams. EcoVadis is a direct comparability point for the Anti-Greenwash Charter as a paid, third-party sustainability assessment service, but operates at significantly larger scale and scope.
• SCS Global Services: Established third-party certifier offering sustainability, quality, and environmental claims verification across multiple verticals. Comparable as a paid, independent assessment provider that issues marks/certifications tied to environmental claims — the same structural role the Charter plays.

Regional players

• GreenSign: German-market green certification for hotels and conference venues, validating operational and communication sustainability claims. Comparable as a voluntary, mark-based, subscription-funded environmental certifier targeting a specific vertical (built environment / hospitality), with a similar NFP-style positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-anti-greenwash-charter

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Anti-Greenwash Charter