As signatories of The Anti-Greenwash Charter, we are committed to upholding the highest standards of responsible marketing and communications practice. The purpose of our Green Claims Policy (GCP) is to define the standards and practices we adopt across our organisation to ensure that green claims about our products/services are accurate and substantiated.
At famille, this policy underpins our approach as a purpose-driven marketing communications agency. It applies to both our own communications and the work we create with and for clients, ensuring that environmental and sustainability-related claims are clear, evidence-based, responsibly communicated and capable of substantiation.
This policy applies to all forms of famille’s own marketing and communications, including online and offline marketing, across platforms in content created for web and social media, organic and paid, physical events, presentations, reporting, news, award submissions and submission data which inform our accreditations, such as the Good Business Charter, Planet Mark, Eco-friendly Web Alliance and other professional bodies. We also seek to ensure that our communications reflect the standards expected of those organisations.
In our role as communications consultants, we advise and produce content on behalf of clients in the public, private and third sectors. To ensure ongoing compliance, we seek out supporting evidence and substantiate any information or content provided. These reviews assess our marketing and communications campaigns against our Green Claims Policy, verifying that all claims are evidence-backed and responsibly communicated.
In addition to this policy, all marketing and communications must at all times comply with the relevant legislation.
This includes alignment with the UK Advertising Standards Authority (ASA), the CAP Code, relevant consumer protection law, data protection requirements, the UK Green Claims Code, and any appropriate bodies our clients may be part of.
This includes visual elements such as video or imagery to ensure they accurately represent the information without being misleading, and checks to avoid vague or misleading claims in the language used.
We commit to the standards of practice set out in The Anti-Greenwash Charter, which are as follows:
We commit to clear communication of what environmental benefit our product or service offers and won’t conceal or omit information.
We substantiate our green claims with accurate and regularly evaluated empirical evidence. We commit to sharing facts, figures and statements that can be checked.
We commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.
We will ensure we make specific statements about our organisation’s environmental efforts and that our actions match those promises.
As a growing, purpose-driven agency, we recognise that our impact extends beyond our own operations into the work we deliver for clients, collaborators and suppliers.
Each year, we review our operations, communications processes and evidence standards to identify where we can improve. Aligning our practices with the 10 components of the Good Business Charter and improving data accuracy for our Planet Mark certification are specific areas we are focusing on in 2026 to better assess and communicate our sustainability impact on people and planet.
This includes assessing how clearly we communicate environmental information, the consistency of substantiation used in our work, the accessibility and data accuracy of our supporting evidence, and the robustness of our internal checks before publication.
We have built in monthly ‘around the table’ sessions whereby our team can discuss gaps in knowledge, training opportunities, terminology, legislation and ideas for improvement. We are on a collective journey to be the best that we can be on our own sustainability journey and to extend that into knowledge sharing with our clients.
In the past, we have focused on our social responsibility, without specific measurement of environmental impact. By joining Planet Mark in 2025 and achieving our first-year certification in 2026, we have more tools and support to track our scope 1 and 2 emissions, with scope 3 calculations as an outcome of our scope 1 and 2 activity. Scope 3 is an area for development as we learn and access more data from our supply chain. We regularly review progress towards these improvements and adapt our practices where needed. We believe that openness about where we are still improving is an important part of responsible communication and trust-building.
AI is one area that we are also working to better understand. We have switched to using Thaura in Q2 of 2026, a more ethical alternative. As AI becomes a built-in part of many third-party tools we use, we are asking our suppliers about AI ethics and energy consumption to make more informed choices about which suppliers to work with.
Client work
Recent areas for development include strengthening the consistency of evidence used across all client-facing work, improving how we document and signpost substantiation for claims, deepening internal understanding of lifecycle thinking and emerging regulation, and further embedding sustainability awareness across the whole team.
To address these areas, we are continuing to build in more internal review processes, maintain and expand shared reference materials, build team capability through training, and improve the way we document sources, definitions, and approvals.
We implement the following practices and procedures to ensure we uphold the aforementioned standards:
At famille, these practices are supported by internal guidance, peer review, leadership oversight, staff training, and a commitment to challenge claims that are vague, absolute, misleading or insufficiently evidenced.
We define the key ‘green’ terms we use to describe our products and services to ensure our claims are clear, consistent, transparent, and compliant with the latest standards. The Glossary extends to terms we may use in client communications.
If you come across a term you don’t understand and can’t find it on this list, please email team@famille.uk for clarification.
| Term | Definition | Example |
| Sustainability in marketing | Marketing and communications that accurately reflect environmental and social impact, avoid misleading claims, and are grounded in evidence, transparency and accountability. | famille works towards sustainable marketing by helping organisations communicate impact clearly and credibly, without exaggeration, and considers the ‘footprint’ and ‘brainprint’ that occurs throughout the marketing activity. For example, low-carbon practices in delivery, such as low-carbon web design, or how a person may feel after experiencing marketing or communications. |
| Green claim | Any statement, implication, visual cue or comparison that suggests a product, service, organisation, project or activity has an environmental benefit or reduced environmental harm. | ‘This initiative reduces operational emissions’ is a green claim and must be supported by evidence. |
| Evidence-based | Supported by verifiable data, third-party certification, documented methodology or other robust substantiation that can be checked. | A statement about emissions reductions supported by a Planet Mark report is evidence-based. |
| Carbon footprint | The total greenhouse gas emissions associated with an organisation, activity, project, service or product, typically expressed as CO2e. | famille measures its carbon footprint for Scope 1 and 2 emissions through Planet Mark certification. |
| Carbon reduction | A measurable decrease in greenhouse gas emissions over time against a stated baseline and methodology. | “We reduced emissions by X% year-on-year” should state the baseline and source. |
| Net zero | Achieving a balance between greenhouse gas emissions produced and greenhouse gas emissions removed from the atmosphere, based on a stated scope, methodology and timeframe. | Net zero claims should only be used where there is a credible plan, timeline and basis for the claim. |
| Verified data | Data that has been independently assessed, certified or validated by a recognised third party or supported by robust internal documentation. | Planet Mark certification provides externally verified data for relevant operational emissions reporting. |
| Certified | Confirmed by an independent recognised body against stated criteria or standards. | famille is Planet Mark certified. |
| Accredited | Accredited by an independent body by demonstrating criteria or standards are met. | famille is Good Business Charter Accredited. |
| Recycled content | Material that has been reclaimed from waste streams and reused in the production of a new product or asset. | Any claim about recycled content should specify the percentage and the source, where possible. |
| Recyclable | Capable of being collected, sorted and reprocessed into new material or products, subject to local infrastructure and conditions. | Claims about recyclability should avoid suggesting universal availability where this cannot be evidenced. |
| Renewable materials | Materials sourced from natural resources that regenerate within a human timescale and are responsibly managed. | Claims should state the material and any relevant certification. |
| Biodiversity net gain | An improvement in the quality or quantity of habitat or ecological value, measured using a recognised method. | Claims about biodiversity net gain should identify the basis of measurement and the project stage. |
| Inclusive representation | The use of imagery and language that reflects communities fairly, accurately and respectfully, without tokenism or distortion. | famille seeks imagery that reflects real communities and appropriate representation. |
| CGI | Computer-generated imagery may be used to illustrate a place, project or concept where real imagery is not available. | CGI should be clearly contextualised and not presented as documentary reality. |
| Low-carbon | A low-carbon building, activity, business, etc., is one that emits only small amounts of carbon dioxide into the atmosphere. | Low-carbon claims must be substantiated. Example of a carbon-reduction approach with science-backed measurement: By working with Eco-friendly Web Alliance using science-backed data and independent auditing, famille aims to lower the carbon footprint of its digital activity across the famille website with regular audits to maintain the low-carbon rating. |
| Green hosting | A verified hosting provider for digital platforms that uses green energy to power servers. | A green host provider uses green energy for servers and is verified by an independent body: https://www.thegreenwebfoundation.org/ |
| Greenhushing | When companies stay quiet about their climate strategies/progress. | It’s important to avoid greenhushing, as it risks stifling conversation around green initiatives and missing opportunities to build trust in communities. |
| Greenwashing | Making false or oversubstantiated claims or misleading statements about the environmental benefits of a product or practice. | famille makes sure to remain transparent and avoid exaggeration in its marketing activities. Where green claims are made, they are evidenced as appropriate. |
| Brainprint | The psychological, cultural, and sociological impact of marketing activity. | famille aims to create a brainprint inspiring positive behaviour change aligned with social and environmental progress. |
| Footprint | The physical impact left behind by an organisation, person, product, or marketing activities. | A carbon footprint measures greenhouse gas emissions. |
| The Sustainable Development Goals – STDGs | The 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries – developed and developing – in a global partnership. They recognise that ending poverty and other deprivations must go hand in hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests. | When working with clients, we set strategic priorities aligned with relevant goals, spreading awareness of these goals across teams and organisations to reinforce purpose across brand, marketing and communications. |
| Scope 1 | Direct emissions: Emissions that are directly within a company’s control, including manufacturing products, the creation of waste and fuelling company vehicles and equipment. | Working with PlanetMark to certify, famille’s first year of data can be seen here. A specific area to improve in 2026 is data quality, which means working closely with our office providers to obtain evidence. |
| Scope 2 | Indirect emissions from purchased energy: These emissions are generated from electricity, natural gas, HVAC, refrigeration and other energy consumption needs. | Working with PlanetMark to certify, famille’s first year of data can be seen here. A specific area to improve in 2026 is data quality, which means working closely with our office providers to obtain evidence. |
| Scope 3 | Indirect greenhouse gas emissions that occur in a company’s value chain, both upstream and downstream, but not from sources the company owns or directly controls. They include emissions from purchased goods and services, business travel, employee commuting, use of sold products, waste disposal, transportation and distribution (not owned by the company). They’re typically the largest share of a company’s total carbon footprint – often more than 70%. | Working with PlanetMark to certify, famille’s first year of data can be seen here. In 2025, our Scope 3 was calculated using our Scope 1 and 2 emissions data; however, at this stage, these do not fully represent our entire supply chain for goods and services. As an SME, this is an area for improvement in 2026/2027. |
This glossary will be reviewed regularly and expanded as new terms are used. Where potentially ambiguous terms appear in digital communications, we will signpost readers to this glossary where appropriate.
We collaborate with trusted third-party verifiers to ensure our claims are specific, relevant, and aligned with lifecycle principles.
If you come across a term you don’t understand and can’t find it on this list, please email team@famille.uk for clarification.
| Claim | Third-Party Verifier | Evidence Link |
| famille has received Planet Mark certification. | Planet Mark | Famille_Planet Mark Certificate_YE2025.pdf |
| famille provides sustainability training to its team through the Planet Mark programme and related internal guidance. | Planet Mark / internal records | https://www.planetmark.com/community/our-members/ |
| famille aligns its communications practice with UK advertising rules relating to environmental claims. | ASA / CAP guidance | https://www.asa.org.uk |
| famille’s Green Claims Policy is aligned with The Anti-Greenwash Charter framework and is subject to campaign review processes under the Charter. | The Anti-Greenwash Charter | https://antigreenwashcharter.org/ |
| Any client-specific environmental claim communicated by famille will only be published where substantiation has been provided and reviewed. | Client evidence / relevant third-party verifier | Example: https://ecofriendlyweb.org/client/famille/ |
In our commitment to transparent and honest communication regarding our sustainability efforts, we recognise the powerful impact of visual representation in shaping perceptions. At the same time, we acknowledge the need for creatives to have the freedom to explore and innovate. Therefore, we uphold the following principles related to the use of imagery and colours in our marketing and communications materials, balanced with appropriate review mechanisms:
Authentic Imagery: We commit to using genuine, representative images of our products, services, and initiatives, avoiding stock photos that may mislead or give an exaggerated impression of our green efforts.
At famille, we use stock imagery sparingly. For client-specific projects, particularly in the built environment, we rely on careful briefing and support to help clients use authentic, up-to-date imagery that documents progress grounded in reality. This includes unfinished environments where that is the truthful picture of progress, such as site photography and drone aerials documenting development stages.
Avoidance of Greenwashing through Colours: Using green or earth tones in materials can evoke a sense of environmental friendliness. We ensure that such colours are used responsibly and are not misleading. If a product or service is represented in green, it must have substantiated green credentials to support that representation.
At famille, colour use will not be relied upon to imply sustainability performance where evidence is absent.
Highlighting Actual Efforts: When showcasing our sustainability projects or achievements visually, we will use only images from actual initiatives we have undertaken, avoiding generic or unrelated imagery that could give a false impression of our environmental impact or efforts.
For client campaigns, we aim to use actual project photography, actual site conditions, and actual documented change rather than idealised imagery that overstates environmental progress or community outcomes.
Transparency in Photo Alteration: Any alterations or edits to photos that may change the reality or context of our green initiatives will be clearly disclosed. This includes photoshopped elements, exaggerated effects, or other changes that might give a misleading impression.
At famille, basic editing for quality, cropping or accessibility may be used, but we will not manipulate imagery in ways that materially change environmental conditions, project status or community context without clear disclosure.
Cultural & Environmental Sensitivity: We ensure that any imagery used respects the cultural, environmental, and socio-economic context of the regions or communities depicted. This includes avoiding imagery that may be perceived as appropriating or misrepresenting cultural or environmental elements.
We are mindful of appropriate community representation and inclusive visual practice. We seek imagery that reflects the diversity of people and places accurately and respectfully, and we make use of specialist image libraries to support more accurate age representation where needed.
Educative Infographics: Where possible, we will use visual aids such as infographics to simplify and convey complex sustainability data or concepts. These visuals will always be based on substantiated facts and designed to be easy to understand without misrepresenting the information.
Creative Flexibility & Review Process: While we encourage creativity and innovation in our visual content, we have processes in place to ensure that all materials are reviewed for accuracy and alignment with our sustainability values. Should any concerns arise, we have a system in place to promptly highlight issues and make appropriate amendments to maintain the integrity of our visual communications.
At famille, we also apply the following additional principles:
For any concerns or questions regarding the imagery and colours used in our materials, or if you believe we are not adhering to the standards set out in this section, please contact team@famille.uk.
We appreciate feedback and are dedicated to continuous improvement in our visual communications.
We have one main content creator and a sub editor within the famille team who review every piece of content and their green claims before publication and distribution.
When writing content, our team refers to our list of clearly defined terms and verified claims, updating the lists as new terms or claims are introduced. We recognise and reward staff members who challenge our green claims.
At famille, this editorial review includes:
Where a claim cannot be substantiated, it must be revised, contextualised or removed. Internal questions or concerns about green claims can be raised during review and escalated to senior leadership or client teams where needed.
All new employees participate in an in-house training session on anti-greenwashing practices, our Green Claims Policy, and The Anti-Greenwash Charter’s standards to ensure they fully understand the issues and benefits. This includes any placements or temporary staff members, or freelancers supporting our work.
We include this policy in our employee handbook, allowing employees to refer to it whenever needed. Each year, every employee attends a refresher training session to review changes in regulations, best practices, and our policy.
At famille, this is supported by sustainability training delivered through Planet Mark and associated learning resources. This helps our team build an understanding of carbon measurement, reduction, environmental impacts in business operations, and the role of communications in presenting sustainability information accurately and responsibly.
Team members working directly in strategy, content, campaigns and client communications are also expected to stay up to date with relevant ASA and CAP requirements, developments in green claims regulation, and changes to our own internal guidance.
We encourage all team members to question, challenge, and escalate concerns when a green claim feels unclear, exaggerated, or insufficiently supported.
We utilise AI tools to assist with content creation, particularly for team members who may require additional support, as well as for data analysis, report generation, and content review. To maintain the integrity of our green claims, all AI-generated content is rigorously reviewed by our human editors before publication. We do not rely on AI to generate unverified environmental or sustainability claims.
Our editorial team ensures that the content aligns with our sustainability values, verifies the accuracy of any green claims, and cross-checks the use of key terms against our defined list. If AI has significantly contributed to content creation, this will be fully disclosed, however this is a practice we aim to avoid, as we require authenticity in our approach to communication.
At famille, AI is used primarily to support research, synthesis, ideation and early-stage thinking. This includes how we work with tools such as Thaura as we move away from ChatGPT, and the use of tools such as SKED, Mentionlytics and AI-assisted features within platforms such as Miro. These tools support research in secure professional environments, help identify trends, surface possible lines of enquiry, and stimulate ideas.
AI is not treated as a source of truth. Any environmental statement, statistic, comparison or implication that may constitute a green claim must be checked against verified evidence, client-provided information, third-party certification, or documented source material before use.
We also seek to ensure that confidential information is handled appropriately, that prompts and outputs are used responsibly, and that AI-assisted content is reviewed for bias.
Additionally, we conduct regular audits to assess the impact and accuracy of AI-generated research, ensuring continuous alignment with The Anti-Greenwash Charter’s standards.
We recognise that our stakeholders play a crucial role in our efforts to combat greenwashing. Therefore, we commit to responding to any emails regarding our green claims within three working days. If there has not been a response within this time, then we encourage any communication to be escalated to us by contacting our founder, Debbie Larrad, on the details provided at https://famille.uk/contact/
Additionally, we regularly hold conversations within our team and supply chain, and with clients, to understand how our green claims are interpreted, ensuring they are communicated clearly and effectively.
To support this, we include our Certified Signatory Declaration (see below) at the bottom of all relevant campaigns to highlight our commitment to transparency and invite feedback. The declaration encourages stakeholders to review our Green Claims Policy and outlines how they can escalate concerns for independent review.
If you have any questions or feedback on this policy or our green claims, please email team@famille.uk for clarification.
Alternatively, you can submit any greenwashing concerns directly to The Anti-Greenwash Charter for an independent review.
At famille, internal concerns may also be raised by any member of staff at any stage of content development, and those concerns will be reviewed promptly by the relevant lead and, where needed, escalated to leadership.
In the event of an issue, we will
Our strategy for stakeholder education involves creating content that informs them about sustainability issues, including the environmental impact of products/services and industry practices. This content is designed to be accessible and engaging, helping to raise awareness and understanding of key environmental issues.
We launch interactive sustainability campaigns that encourage stakeholder participation. These campaigns, such as tree planting or participation in national days, aim to actively involve consumers in sustainability efforts, making them a part of the solution.
An example is famille’s forest. famille’s forest is our company’s way of planting trees and showing our commitment to holistic, sustainable change for people and planet. More information can be found here: https://www.internationaltreefoundation.org/famille.
At famille, stakeholder education also includes helping clients and audiences navigate complex sustainability topics in plain English, through strategy, copy, campaigns, presentations, workshops, reports and public-facing communications. We aim to simplify complexity without oversimplifying the truth.
In 2026, we held a lunch-and-learn session with our client Urban&Civic and developed a greener digital framework that sets out principles and a continuous improvement plan for their digital infrastructure, comprising multiple websites and apps.
Where appropriate, we seek to explain the evidence behind claims, distinguish between ambition and achievement, and encourage a more informed understanding of sustainability communications.
We are dedicated to promoting sustainability and responsible marketing and communications practice across our network of partners and collaborators.
We actively engage with our partners to encourage alignment with our sustainability values and the principles outlined in this policy. This engagement involves referring to The Anti-Greenwash Charter, whilst also sharing knowledge and resources to enhance their understanding and implementation of responsible marketing and communications practice.
We uphold transparency in all our partnerships. Clear communication about our collaborators’ sustainability efforts is essential. We inform our stakeholders about the sustainability credentials of our partners, reinforcing our commitment to upholding our sustainability goals and public commitments, and encouraging a broader adoption of responsible business practices.
At famille, this means we seek to support clients and collaborators to communicate responsibly, challenge vague or unsupported environmental messaging, and encourage the use of real evidence, honest context and careful language. We reserve the right to question or decline communications that we believe would mislead.
We conduct six monthly internal audits of our marketing and communications content to ensure references are accurate and up to date. During these audits, we also review industry developments to identify benchmarking opportunities.
Additionally, we undertake an annual review of all ‘static’ content – such as website pages and key documents – to ensure compliance with any updates to the Charter’s standards, changes in relevant regulations, or adjustments to our organisation’s GCP. This ensures our communications remain aligned with the latest expectations for transparency and responsibility.
Digital carbon impact
In addition, we conduct audits with the Eco-friendly Web Alliance to maintain our low-carbon website score. This includes hosting with Krystal, a green hosting provider that uses green energy to power its servers.
By incorporating both regular audits and an annual comprehensive review, we ensure our content consistently reflects the highest standards of responsible marketing and communications.
At famille, these reviews include checking that evidence links still work, definitions remain accurate, credentials are current, imagery still reflects reality, and claims remain appropriate in light of any new regulation, case law, guidance or certification updates.
As an agency without an in-house legal team, we rely on staying up to date with legislative changes through updates and collaboration with external legal experts.
Our marketing and communications content is thoroughly reviewed to ensure compliance with all applicable local and international laws, including those governing environmental advertising and data privacy.
We also stay informed about regulatory changes and update our practices accordingly to ensure continuous compliance. Any instances of non-compliance are promptly addressed, and corrective actions are taken to prevent future occurrences.
At famille, this includes compliance with ASA and CAP guidance, relevant consumer protection requirements, privacy and data protection rules, and any sector-specific standards relevant to our clients and projects.
Our founder and Strategy Director, Debbie Larrad, is responsible for ensuring that our compliance with this Green Claims Policy is reviewed quarterly. Any non-compliance with this policy will be discussed with the Anti-Greenwash Charter team for guidance on next steps and whether the matter should be escalated. As an SME business, we recognise the need to seek external support, guidance, and additional training.
Our founder and Strategy Director, Debbie Larrad, has overall responsibility for establishing and adhering to practices, instructions, and operating models aligned with the Green Claims Policy. This is further supported by Abi Harvey’s deputised role as Senior Social Media Executive. The wider content team reviews and provides feedback on any operational challenges or additional guidance that may arise during implementing our GCP for both famille and client work. We will undertake peer reviews with client legal teams and by truMRK for high-risk content.
Before entering into new partnerships with third parties, such as suppliers, we share our Green Claims Policy with them to encourage them to adopt similar standards.
At famille, all team members share responsibility for raising concerns, following this policy and protecting the integrity of our communications.
As a committed signatory to The Anti-Greenwash Charter, we actively conduct an ongoing audit to ensure compliance with our Green Claims Policy. This process involves providing evidence of the effective implementation of our practices and procedures during periodic third-party reviews of a marketing or communications campaign.
These periodic assessments are vital in demonstrating our dedication to upholding responsible marketing and communications practice.
Moreover, we recognise and accept that all audit reports will be appended to our Green Claims Practice for public review, thereby adding an additional layer of transparency and accountability. We are fully aware that any instances of non-compliance may result in the revocation of our certified signatory status, underscoring the importance of continuous compliance and transparency in our operations.
At famille, we prioritise third-party verification wherever possible, including recognised certifications such as Planet Mark and documented client evidence supported by relevant standards, methodologies or specialist advisers.
Where appropriate, we will also encourage clients to work with independent verification bodies, consultants, assessors or academic institutions where their claims would benefit from more formal validation.
Policy last reviewed May 2026
Rebuilding Nature Alliance
