In the UK, 4 out of 10 large businesses face hefty fines for greenwashing in 2024, as a major toughening up of consumer protection law from the Competitions and Markets Authority (CMA) and the EU comes into force. According to a new analysis of sustainability by the communication platform Compare Ethics, businesses are not mitigating the real risk yet, which includes a fast-changing environment in which every sustainable claim has to be thoroughly verified by them, among others. With the changing regulations across the UK, and EU, “it’s no longer just as simple as thinking about a tick box fro…