ProCook, Grind, and Who Gives a Crap ads banned over unclear carbon neutral claims

The UK Advertising Standards Authority has banned ads from ProCook, Grind Coffee, SportShoes.com, and Who Gives a Crap after ruling that their carbon neutral and carbon positive delivery claims were misleading. Regulators said the companies failed to make clear that the claims relied on offsetting credits rather than actual emissions reductions. The ASA reminded brands that environmental claims must be transparent and backed by evidence, especially when offsets are involved. This decision matters for anyone marketing low-carbon products or services. It shows that vague terms like carbon neutral can draw regulatory scrutiny if the mechanism behind the claim is not disclosed in the ad itself. Companies can still use offsets, but they need to explain that these credits fund removals elsewhere, not that the delivery process produces zero emissions. Expect more enforcement and clearer guidance as regulators tighten the rules around green claims.