Standards & Claims
We can
prove it.
We only make claims about our products that we can back up, and we're always happy to show you the evidence.
The claims we make
We only make claims about our products that we can back up. If we describe a material, a saving or an environmental benefit, it's because we hold the evidence for it. If we can't substantiate something, we don't say it.
The standards we hold ourselves to
We review our marketing against the rules that govern advertising in the UK, and the guidance our industry sets for product and environmental claims.
ASA & CAP
The advertising codes
The UK rules on what an advert can and can't say, across every channel.
CMA
Green Claims Code
The six principles for making environmental claims that are clear, fair and evidenced.
BBSA
Guidance Note 64
Our trade association's guidance on product and environmental claims for blinds and shutters.
The six principles behind a fair claim
The Competition and Markets Authority's Green Claims Code sets out six tests every environmental claim should pass. We hold ours to all six.
Truthful and accurate
The claim is true, and does what it says.
Clear and unambiguous
No vague wording that could mislead.
Nothing important left out
We don't hide the caveats that matter.
Fair comparisons
Any comparison is like-for-like and meaningful.
Considers the whole life cycle
From how it's made to how it's disposed of.
Backed by evidence
We hold the proof, and we can show it.
How we check a claim
Following our industry's guidance (BBSA Guidance Note 64), this is how we work: we start with the evidence and build outwards, not the other way round.
- 1
Start with the evidence.
We gather the proof first, then write the claim from it, never the reverse.
- 2
Check it against the rules.
We measure every claim against the ASA advertising codes, the CMA Green Claims Code, and BBSA guidance.
- 3
Review and approve before publishing.
A claim is reviewed and signed off before it goes live, not after.
- 4
Keep the proof on record.
We keep the evidence that supports a claim on file, and where a claim relies on a supplier certification, we ask for that documentation and keep it too.
For advertising, the ASA also offers a free copy-checking service, which we can use before we publish.
Ask any supplier to prove it
We'd encourage you to ask the same of anyone you buy from. If a company makes a claim about a product, ask them to show you the evidence behind it. We're always happy to show you ours.
We're a member of the British Blind and Shutter Association and work to its code of practice, so you can buy from us with the assurance that comes with it.