Infinity Nation | Growth Conversations That Matter
The Infinity Nation Podcast, hosted by Al Keck of growth marketing agency Infinity Nation, dives into the current digital landscape, especially e-commerce and B2B marketing and explores how these trends impact business growth and profitability
It features conversations with e-commerce professionals and industry partners, offering marketing insights and practical hacks that help businesses scale and adapt in the evolving digital space.
Infinity Nation | Growth Conversations That Matter
Iona Silverman, Freeths | Greenwashing, what is it and what does it mean for your company? Ep.11
In this episode of Infinity Nation, Founder and CEO of Infinity Nation, Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths who specialises in Intellectual Property & Media. Iona explains why greenwashing is now a major regulatory and reputational risk for brands. As consumers demand greener products and legislation tightens, advertisers must be precise, transparent and evidence-backed when making environmental claims.
Key Topics Discussed:
- Greenwashing and why it’s a hot regulatory and reputational issue
- ASA (Advertising Standards Authority) enforcement: recent decisions and standards
- What counts as a valid green claim: specificity required (e.g., % recycled content, recyclable components, energy source)
- Evidence and substantiation: need for own data/documentation (supplier statements alone aren’t enough)
- Bigger-picture consistency: product-level claims must align with overall business practices to avoid misleading consumers
- Practical marketing guidance: be specific, have data, and consider the company-wide context
- International perspective: EU (and many other jurisdictions) are as strict or stricter than the UK; new EU laws tightening requirements
- Brand & commercial considerations: consumer demand for greener products, generational differences, cost vs. mainstream pricing trade-offs
- PR and reputational risk: ASA rulings can cause significant brand damage even without fines
This episode was recorded in July 2023.
Useful Links:
- Connect with Iona Silverman on LinkedIn
- Learn more about Freeths
- Find out more about Infinity Nation
- Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
- Follow Infinity Nation on Instagram: Infinity Nation Instagram
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