What should drinks suppliers and founders know about the CMA's new greenwashing enforcement powers coming into effect in April?

The CMA introduced new powers effective from April 6th to enforce stricter rules against exaggerated or false sustainability claims, with the ability to fine companies found to be complicit in greenwashing.

- **CMA enforcement** — The regulator now has powers to fine companies making misleading sustainability claims. Members recommend reviewing all product claims, marketing copy, and supplier assertions about environmental credentials to ensure they are substantiated and not exaggerated. - **Further guidance available** — One member who specialises in this area has written an explainer and is available to discuss the legislation in detail with anyone needing clarification on what the new rules mean for their business.

**Caveats:** This is an active enforcement area, and the CMA is taking greenwashing seriously. Drinks companies should audit their sustainability messaging proactively to avoid exposure.