Adverts claiming products are carbon neutral by using offsetting face UK ban

Exclusive: Advertising watchdog to begin stricter enforcement on use of terms such as carbon neutral' amid concerns over offsets

Adverts that claim products are carbon neutral using offsets are to be banned by the UK's advertising watchdog unless companies can prove they really work, the Guardian can reveal, as Gucci becomes the latest company to struggle with a high-profile environmental commitment based on offsetting.

Amid growing concern that firms are misleading consumers about the environmental impact of their products, the Advertising Standards Authority's (ASA) is to begin stricter enforcement around the use of terms such as carbon neutral", net zero" and nature positive" as part of a greenwashing crackdown later this year after a six-month review.