The transition to net zero means that companies are understandably keen to highlight such credentials, and existing and upcoming legislation in various jurisdictions, including the UK, requires certain companies to make public sustainability and environmental disclosures in annual reports and elsewhere. However, companies now face a delicate balancing act between advertising such credentials and making such disclosures, and the increased litigation risk from NGOs and other actors as well as regulatory enforcement and sanctions. The ASA’s recent decisions build upon industry-specific investigations into green claims conducted by the Competition and Markets Authority earlier this year.