Greenwashing era is over, say ad agencies, as regulators get tough

Insiders welcome stricter rules in the UK and EU over the use of terms such as carbon neutral' in adverts, and claims concerned with offsetting

• UK advertising watchdog to crack down on carbon offsetting claims

Across the advertising industry, agencies are wrestling with their role in greenwashing scandals and their support for clients driving the climate and nature crises.

Companies are to face stricter rules from regulators in London and Brussels over what they can tell consumers about their role in the climate crisis and the loss of nature. Terms such as carbon neutral", nature positive" and those concerned with offsetting are to undergo greater scrutiny by organisations such as the Advertising Standards Authority in the UK. In order to take meaningful action, agencies must also reconsider their relationships with major polluters, industry insiders have said.