The UK’s approach to anti-greenwashing rules in financial services is no longer a future concern — it is already embedded in regulation and actively shaping how sustainability claims are communicated across the financial services sector.
At the centre of this shift is the Financial Conduct Authority’s (FCA) anti-greenwashing rule, introduced alongside its wider Sustainability Disclosure Requirements (SDR) regime. The anti-greenwashing rule applies to all FCS-authorised firms when claiming any sustainability-related claims regarding their product/service. Together, these measures are redefining expectations for ESG claims, investor communications and sustainability positioning.
Having worked with a number of regulated firms to develop their ESG reporting, our take is that the FCA’s anti-greenwashing rules are intentionally simple, but have far-reaching implications:
The anti-greenwashing rule sits within the wider SDR framework, which introduces:
One of the most visible changes has been the tightening of anti-greenwashing rules linked to how funds are described.
Under the SDR Naming and Marketing rules;
Additionally, in February 2026 the FCA published additional examples of good and poor practice to help firms apply its SDR investment labels and prepare appropriate disclosures.
This change in the anti-greenwashing rules has driven real and widespread renaming of products and revisions to marketing materials across the UK asset management sector. For many firms, the adjustment has not just been regulatory, they’re viewing it as a strategic differentiation.
Beyond naming and marketing, SDR introduces a layered disclosure regime designed to improve transparency:
Although the framework is already in force, many firms should continue reviewing their approach as the SDR framework develops.
Key areas of focus include:
The UK’s anti-greenwashing rules are not a standalone initiative — they form part of a wider regulatory shift towards credibility, comparability and accountability in sustainable finance.