--- title: "DMCC Act: What all PR and comms teams need to know" description: "The Digital Markets, Competition and Consumers (DMCC) Act came into force on 6 April 2025, and it has sharp implications for anyone handling ESG or sustainability messaging. The penalties are steep: up to 30% of global revenue or £300,000, whichever is higher." image: https://www.vividink.info/hubfs/Screen%20Shot%202025-06-18%20at%2017.03.23.png --- [![VI_Logo_Keyline_White](https://www.vividink.info/hs-fs/hubfs/VI_Logo_Keyline_White.png?width=300&height=68&name=VI_Logo_Keyline_White.png) ![VI_Logo_Keyline_Black](https://www.vividink.info/hs-fs/hubfs/VI_Logo_Keyline_Black.png?width=300&height=67&name=VI_Logo_Keyline_Black.png)](https://www.vividink.info) [![vividink logo](https://www.vividink.info/hs-fs/hubfs/Untitled%20design-21.png?width=200&height=89&name=Untitled%20design-21.png)](https://www.vividink.info) - [home](https://www.vividink.info) - public relations - [retained pr](https://www.vividink.info/retained-pr) - [project pr](https://www.vividink.info/project-pr) - [pr consultancy](https://www.vividink.info/pr-consultancy) - [crisis pr](https://www.vividink.info/crisis-pr) - [award entries](https://www.vividink.info/award-entry-writing) - social media - [social media marketing](https://www.vividink.info/social-media) - [community management](https://www.vividink.info/social-media-community-management) - [contact](https://www.vividink.info/contact-us) - [the hub](https://www.vividink.info/the-hub) - insights - [news](https://www.vividink.info/insights/tag/news) - [blog](https://www.vividink.info/insights/tag/blog) - [case studies](https://www.vividink.info/insights/tag/case-studies) - [meet the team](https://www.vividink.info/meet-the-team) - [join us](https://www.vividink.info/join-us) - [join us](https://www.vividink.info/join-us) - [home](https://www.vividink.info) - public relations - [retained pr](https://www.vividink.info/retained-pr) - [project pr](https://www.vividink.info/project-pr) - [pr consultancy](https://www.vividink.info/pr-consultancy) - [crisis pr](https://www.vividink.info/crisis-pr) - [award entries](https://www.vividink.info/award-entry-writing) - social media - [social media marketing](https://www.vividink.info/social-media) - [community management](https://www.vividink.info/social-media-community-management) - [contact](https://www.vividink.info/contact-us) - [the hub](https://www.vividink.info/the-hub) - insights - [news](https://www.vividink.info/insights/tag/news) - [blog](https://www.vividink.info/insights/tag/blog) - [case studies](https://www.vividink.info/insights/tag/case-studies) - [meet the team](https://www.vividink.info/meet-the-team) - [join us](https://www.vividink.info/join-us) - [join us](https://www.vividink.info/join-us) [Insights](https://www.vividink.info/insights) » Latest Articles Categories - [news](https://www.vividink.info/insights/tag/news) - [blog](https://www.vividink.info/insights/tag/blog) - [case studies](https://www.vividink.info/insights/tag/case-studies) - [coverage](https://www.vividink.info/insights/tag/coverage) Jun 18, 2025 • [Paul Richardson](https://www.vividink.info/insights/author/paul-richardson) # DMCC Act: What all PR and comms teams need to know The Digital Markets, Competition and Consumers (DMCC) Act came into force on 6 April 2025, and it has sharp implications for anyone handling ESG or sustainability messaging. The Competition and Markets Authority (CMA) now has the power to fine businesses—and by extension, the comms teams that represent them—for misleading environmental claims. The penalties are steep: up to 30% of global revenue or £300,000, whichever is higher. This includes press releases, social media, packaging, branding—any public-facing claim. Even unintentionally misleading language could fall foul of the rules. To help businesses stay compliant, the CMA has published a **Green Claims Code**, a six-point checklist that covers accuracy, clarity, omissions, comparisons, lifecycle impacts, and substantiation. If you’re making ESG claims—yours or on behalf of a client—you’ll need clear, verifiable evidence to back them. Action points: - **Review all sustainability-related messaging** currently in use. - **Audit upcoming comms** for ESG claims that may fall short of the new standards. - **Speak with clients**—share the Green Claims Code and ensure they’re aligned. - **Set up a system** to track, validate and sign off on ESG-related statements. - **Train your team**. Everyone involved in drafting and approving claims needs to understand the risks. The message is clear: check the facts before making the claim, or risk liability. No spin. No shortcuts. 👉[You can check your Green Claims Code here](https://greenclaims.campaign.gov.uk/) Share [![Share on Facebook](https://www.lean-labs.com/hubfs/LLv2/images/icon-blog-facebook.png?noresize)](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.vividink.info%2Finsights%2Fdmcc-act-what-pr-and-comms-teams-need-to-know%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://www.lean-labs.com/hubfs/LLv2/images/icon-blog-linkedin.png?noresize)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.vividink.info%2Finsights%2Fdmcc-act-what-pr-and-comms-teams-need-to-know%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://www.lean-labs.com/hubfs/LLv2/images/icon-blog-twitter.png?noresize)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fwww.vividink.info%2Finsights%2Fdmcc-act-what-pr-and-comms-teams-need-to-know%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fwww.vividink.info%2Finsights%2Fdmcc-act-what-pr-and-comms-teams-need-to-know%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=DMCC%20Act%3A%20What%20all%20PR%20and%20comms%20teams%20need%20to%20know) Published by [Paul Richardson](https://www.vividink.info/insights/author/paul-richardson) June 18, 2025 Comments ### related blog [![](https://www.vividink.info/hubfs/AI-Generated%20Media/Images/The%20image%20features%20a%20modern%20office%20workspace%20bathed%20in%20natural%20light%20with%20a%20large%20window%20showcasing%20a%20bustling%20cityscape%20A%20sleek%20wooden%20desk%20is%20adorned%20with%20a%20laptop%20open%20to%20a%20news%20website%20displaying%20trending%20headlines%20Beside%20it%20a%20notepad%20filled%20with.png)](https://www.vividink.info/insights/newsjacking-a-high-reward-strategy-that-demands-serious-commitment) [blog](https://www.vividink.info/insights/tag/blog) 08.11.2025 [Paul Richardson](https://www.vividink.info/insights/author/paul-richardson) ### [Newsjacking: A high-reward strategy that demands serious commitment](https://www.vividink.info/insights/newsjacking-a-high-reward-strategy-that-demands-serious-commitment) [![](https://www.vividink.info/hubfs/AI-Generated%20Media/Images/The%20image%20depicts%20a%20modern%20corporate%20boardroom%20featuring%20a%20long%20sleek%20table%20surrounded%20by%20highbacked%20chairs%20At%20the%20head%20of%20the%20table%20a%20large%20digital%20screen%20displays%20the%20words%20Brand%20vs%20Reputation%20in%20bold%20stylized%20font%20against%20a%20backdrop%20of%20vibrant%20col-1.png)](https://www.vividink.info/insights/brand-vs.-reputation-are-you-asking-the-wrong-question) [blog](https://www.vividink.info/insights/tag/blog) 08.8.2025 [Paul Richardson](https://www.vividink.info/insights/author/paul-richardson) ### [Brand vs. Reputation: Are You Asking the Wrong Question?](https://www.vividink.info/insights/brand-vs.-reputation-are-you-asking-the-wrong-question) [![](https://www.vividink.info/hubfs/data.png)](https://www.vividink.info/insights/whats-in-the-2025-supermetrics-marketing-data-report) [blog](https://www.vividink.info/insights/tag/blog) 06.25.2025 [Paul Richardson](https://www.vividink.info/insights/author/paul-richardson) ### [What's in the 2025 Supermetrics marketing data report.](https://www.vividink.info/insights/whats-in-the-2025-supermetrics-marketing-data-report) - - - 01433 445001 pr@vividink.info Eccles House, Eccles Lane, Hope, Hope Valley, S33 6RW ©2026 Vividink Ltd. 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