Anti-Greenwash Charter

Introduction

As signatories of The Anti-Greenwash Charter, Timber Development UK (TDUK) are committed to upholding the highest standards of responsible marketing and communications practice. The purpose of our Green Claims Policy is to define the standards and practices we adopt throughout our organisation to ensure green claims made about timber products/services are accurate and substantiated.

This policy applies to all the forms of marketing and communications TDUK or our members may use, including television, radio, online marketing (including social media and influencer marketing), direct marketing, shopper marketing, packaging, events, trade, sales and other professional promotions and communications.

To ensure ongoing compliance, we participate in Campaign Reviews conducted by an independent third party. 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 local laws and regulations.

Our Standards

Timber Development UK commit to the standards of communication set out in The Anti Greenwash Charter, and we also require all of our members to abide by these standards, which are as follows:

Transparency: We commit to clear communication of what sustainability benefit our product or service offers and will not conceal or omit information.

Accountability: We substantiate our sustainability claims with accurate, and regularly evaluated empirical evidence. We commit to sharing facts, figures and statements that can be checked.

Fairness: We commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.

Honesty: We will ensure we make specific statements about our organisation’s sustainability efforts and that our actions match those promises.

Our Practices

We implement the following practices and procedures to ensure we uphold the aforementioned standards:

• Clearly define the green terms we use
• Provide third-party verified evidence for the claims we make
• Maintain strict legal compliance
• Set standards for authentic and accurate visual representation
• Outline a clear editorial process
• Ensure responsible use of AI in content creation
• Detail the training we provide our employees
• Share our approach to stakeholder education
• Explain how we support partners and collaborators
• Commit to regular reviews and effective governance
• Implement an escalation procedure

Key Definitions

Where ‘green’ terms are used to describe timber and wood-based products and services, the following key definitions must be applied to ensure our claims are clear, consistent, transparent and compliant with the latest standards:

Responsibly / Sustainably Sourced: This term can only be used where due diligence has been carried out on the product to confirm it is ‘legal and sustainable’ in accordance with the requirements of the UK Government’s Central Point of Expertise on Timber. This may include ’Certified Timber’, timber imported under a FLEGT licence, or timber assessed under the Framework for evaluating category B evidence.

Certified Timber: Timber meeting the Category A requirements for certified timber under the UK Government’s Central Point of Expertise on Timber. This currently includes Forest Stewardship Council (FSC), Grown in Britain (GiB), and Programme for the Endorsement of Forest Certification (PEFC) certified product with full chain of custody.

Net-Zero Carbon / Net-Zero Whole Life Carbon: Can only be used where a process’s scope 1, 2 and 3 greenhouse gas emissions are reduced to zero, or to a residual level that is consistent with reaching net-zero emissions at the global or sector level in eligible 1.5°C scenarios or sector pathways and neutralising any residual emissions in the form of carbon removal. For a product or asset (e.g. a building) this would be where the sum of all product or asset related GHG emissions, both operational and embodied, (Modules A1-A5, B1-B7, C1-C4) and offsets (in the form of carbon removals) equal zero. This term should not be used where only part of the product or asset’s life cycle has been assessed.

Low Carbon: Products with a Cradle to Gate Carbon footprint lower than 150kgCO₂e/m³, excluding any sequestered carbon within the product (Note: This is currently a Timber Development UK definition, but UK Government is currently investigating a benchmark figure which will be adopted on completion). This can usually be demonstrated through a third-party verified EPD for the product where the total of A1-A3 GWP emissions are lower than 150kgCO₂e/m³. A number of timber products will meet these criteria.

Renewable Resource: A natural resource which will replenish to replace the portion depleted by usage and consumption, either through natural reproduction or other recurring processes in a finite amount of time in a human time scale. Responsibly sourced timber and timber based products can be considered a renewable resource.

Terms that should not be used for timber and wood-based products or construction projects include ‘Carbon Neutral’, ‘Carbon Negative’, ‘Climate Positive’ and ‘Zero Carbon’ unless evidence can be provided, in the form of EPD’s for products or Whole Life Carbon Assessment for assets, that demonstrate they meet the stated criteria.

TDUK’s Glossary contains common sustainability terms and definitions used in the construction sector to describe products and processes. If you come across a term that you do not understand, and can’t find it on this list, please contact the Timber Development UK Sustainability Director at info@timberdevelopment.uk for clarification.

Verified Claims

Where specific claims are made about timber products or assets using timber, these must be accompanied by satisfactory evidence to back up the claim (e.g. independent calculation and/or certification based on independent published data, product testing at an independent UKAS accredited laboratory, etc.). Key example areas where this will apply include:

• Certified Timber – Must be delivered to the place of use with full Chain of Custody in accordance with the relevant certification scheme standards (FSC, GiB, PEFC). Details of certified companies can be found on the relevant certification scheme websites.
• Embodied Carbon Content – Must be accompanied by a third-party verified Environmental Product Declaration (EPD) produced in accordance with EN15804 or ISO14025. A list of third-party verified products can be found on the TDUK EPD Database.
• Whole Life / Upfront Carbon Assessment of an Asset – Must be accompanied by a copy of the Whole Life / Upfront Carbon Assessment calculation for the asset. There is currently no third-party certification process for this activity, but recognised tools and processes in accordance with the RICS Whole Life Carbon Assessment for Built Environment Standard must be used.

Legal Compliance

Our commitment to legal compliance is unwavering, particularly in the area of green claims. We have established a comprehensive legal compliance framework that includes regular internal audits, ongoing employee training, and collaboration with external legal experts.

Our marketing and communications content is thoroughly reviewed to ensure it complies with all relevant local and international laws, including those related to 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.

Use of Imagery & Colour

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 and representative images of our products, services, and initiatives, avoiding the use of stock photos that may mislead or give an exaggerated impression of our green efforts.
• Avoidance of Greenwashing through Colours: The use of green or earth tones in materials can evoke feelings of environmental friendliness. We ensure that such colours are used responsibly and are not misleading. If a product or service is represented with green colours, it must have substantiated green credentials to back up such representation.
• Highlighting Actual Efforts: When showcasing our sustainability projects or achievements visually, we will only use images from actual initiatives we have undertaken, avoiding generic or unrelated imagery that may give a false sense of our environmental impact or efforts.
• 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.
• 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.
• 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 will be designed in a manner that is 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 to highlight issues promptly and make appropriate amendments to maintain integrity in our visual communications.

If you have 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 the Timber Development UK Publications Manager at info@timberdevelopment.uk. We appreciate feedback and are dedicated to continuous improvement in our visual communications.

Editorial Processes

When writing content referring to sustainability terms and/or claims, the TDUK team member, or external contributor, are to refer to the TDUK Glossary of clearly defined terms. Specifically, technical content such as our Timber Knowledge Sheets, are authored by industry experts in the field, predominantly Edinburgh Napier University. Any sustainability claims must be accompanied by evidence substantiating the claim.

In addition to the writer, at least one other Timber Development UK staff member will review every piece of content and their green claims before publication and distribution.

Where a sustainability term is not covered by the TDUK Glossary, the TDUK team member, or external contributor, must contact the Timber Development UK Sustainability Director to confirm the term is acceptable, and they will subsequently update the Glossary. We recognise and reward staff members who challenge any green claims made by the TDUK team or its members.

Use of AI

We utilise AI tools to assist in the creation of content. To maintain the integrity of our green claims, all AI-generated content is rigorously reviewed by our human editors before publication.

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 Glossary. We also provide transparency by disclosing the use of AI where it has significantly contributed to the creation of content.

Additionally, we conduct regular audits to assess the impact and accuracy of AI-generated content, ensuring continuous alignment with The Anti-Greenwash Charter’s standards.

Training

All new Timber Development UK employees receive an in-house training session on anti-greenwashing practices, our Green Claims Policy, and The Anti-Greenwash Charter’s standards, so they fully understand the issues and benefits. We provide clear documentation to our employees so all our employees can refer back to it whenever needed. Each year, every employee attends a refresher training session to review changes in regulations, best practices, and our policy.

Stakeholder and Member Education

Our strategy for stakeholder and member education involves creating content that informs them about sustainability issues, including the environmental impact of products and services and industry practices. This content is designed to be accessible and engaging, helping to raise awareness and understanding of key environmental issues.

Timber Development UK members are invaluable in our fight against greenwashing, which is why we commit to answering any emails about green claims they may wish to make within three working days. We regularly conduct member audits in accordance with the Code for Construction Product Information (CCPI) to ensure green claims meet the criteria laid out in this policy. Customer feedback is also used to understand how green claims are interpreted to ensure that they are clearly understandable.

Any members or customers wishing to discuss green claims should contact the Timber Development UK Sustainability Director at info@timberdevelopment.uk.

Partnerships & Collaborations

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 the sustainability efforts of our collaborators 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.

Regular Reviews

Timber Development UK appreciate that being a signatory of The Anti-Greenwash Charter is an ongoing commitment.  We therefore review all marketing and communications content where changes are made to this policy or where there are changes to industry practice. We also employ software tools to check all reference links are up to date.

We also continually review 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 Green Claims Policy. This ensures our communications remain aligned with the latest expectations for transparency and responsibility. During this review, we also review new developments in the industry to identify benchmarking opportunities.

Where We Could Improve

We are committed to continuous improvement in our sustainability practices. Each year, we conduct a thorough assessment of our operations to identify areas where we can further reduce our environmental impact. Recent evaluations have highlighted the following improvement activities:

• Enhanced employee engagement in sustainability activities
• Benchmarking and improving the sustainability of activities (e.g., events)
• Expanding advocacy efforts to drive industry-wide improvements

To address these areas, we will be setting specific targets for each area, and will regularly review our progress towards these goals and adjust our strategies as needed to ensure we remain at the forefront of sustainable practices.

Governance of this Policy

The Timber Development UK Sustainability Director is responsible for ensuring that our compliance with this Green Claims Policy is regularly reviewed. Any non-compliance with this policy will be brought to the attention of the Marketing Team, who will decide on further actions and whether the matter should be taken to the Leadership Team.

Business area heads are responsible for establishing and following practices, instructions and operating models in line with the Green Claims Policy. The Marketing Team reviews and updates all our marketing policy guidelines.

Before entering into new partnerships with third parties, we share our Green Claims Policy with them to encourage adoption of similar standards.

Escalation Procedure

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. Additionally, we regularly conduct user research to understand how our customers interpret our green claims, ensuring they are communicated clearly and effectively.

To support this, we include our Certified Signatory Declaration 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 the Timber Development UK Publications Manager and/or the Timber Development UK Sustainability Director at info@timberdevelopment.uk for clarification. Alternatively, you can submit any greenwashing concerns directly to The Anti-Greenwash Charter for an independent review here: Share Concern | The Anti-Greenwash Charter.

Campaign Reviews

As a committed signatory of The Anti-Greenwash Charter, we actively engage in an on-going audit process to ensure compliance with our Green Claims Policy. This process involves providing evidence of effective implementation of our practices and procedures during periodic reviews by The Anti-Greenwash Charter, conducted by an independent third-party, 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 (GCP) for public review, ensuring an added 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.