1. Purpose
BeSustain aims to make sustainability information clearer, more credible and easier to assess.
This policy establishes principles for preparing, reviewing and communicating sustainability claims. Its purpose is to ensure that communications accurately reflect the available evidence, explain relevant limitations and support informed decisions.
2. Scope
This policy applies to sustainability claims and communications that BeSustain prepares, approves or publishes, including:
- Website content, reports, articles and social-media posts.
- Marketing materials, presentations and public statements.
- Content prepared for clients within the agreed scope of work.
- Awards programme announcements, results and related communication materials.
- Statements about BeSustain’s own activities, impacts, memberships and commitments.
Employees, contractors and contributors involved in these activities are expected to follow this policy within their responsibilities.
3. Core Principles
Accuracy
Statements must faithfully reflect the underlying information. Wording, imagery, headlines and presentation must not create a misleading overall impression.
Evidence
Claims must have an identifiable and relevant supporting basis. The strength and scope of a claim must be proportionate to the quality and coverage of the evidence.
Clarity
Communications must explain what a claim refers to, including the relevant organisation, initiative, product, service, activity or reporting period.
Balance
Material limitations, uncertainties, adverse impacts and areas for improvement must be considered alongside positive results.
Transparency
Readers should be able to understand the basis of a claim and access relevant explanations or references, subject to legitimate confidentiality restrictions.
4. Evidence and Substantiation
Before publication, material sustainability claims must be checked against the available supporting information.
Depending on the claim, this may include source data, reports, documented methodologies, implementation records, certifications or independent assessments.
Supporting records should identify:
- The source and owner of the information.
- The period and activities covered.
- The methodology, assumptions and boundaries.
- Relevant limitations or uncertainties.
- The review date and approval responsibility.
Information supplied by clients, applicants or other third parties must not be described as independently verified unless an appropriate independent verification has taken place.
Where evidence is insufficient, the claim must be narrowed, qualified, deferred or removed.
5. Wording, Scope and Context
Claims must distinguish between commitments, actions in progress and achieved results.
Future targets must be presented as targets, with their intended timeframe and relevant scope. They must not imply that the intended outcome has already been achieved.
Broad terms such as “sustainable,” “green,” “responsible” or “environmentally friendly” must not be used as standalone proof of performance. Where used, their meaning and supporting basis must be made clear.
Claims about a specific initiative, product feature or operational improvement must not imply that the entire organisation or all its activities have the same performance.
Absolute claims, including “zero impact,” “fully sustainable” or equivalent statements, require evidence covering the full meaning of the claim. Where that evidence is unavailable, more specific wording must be used.
6. Metrics, Comparisons and Environmental Claims
Quantitative claims must state the relevant unit, measurement period and scope. Where a result represents an estimate, it must be identified as such.
Comparisons must use a clear reference point and sufficiently comparable boundaries and methods. Changes in methodology or coverage that materially affect a comparison must be explained.
Emissions communications must distinguish, where relevant, between measured or estimated emissions, emissions reductions, avoided emissions and compensation through credits. These must not be presented as interchangeable outcomes.
Claims about digital environmental impacts must identify the relevant measurement scope and estimation method. A result for one page or one visit must not be presented as the measured impact of an entire website or organisation.
Renewable-energy or green-hosting claims must describe what the supporting evidence establishes without implying that the associated service has no environmental impact.
7. Reporting, Editorial Content and Client Communications
Reports and editorial materials must preserve the meaning, context and limitations of the underlying information.
Sources must be represented accurately. Opinions, interpretations and forward-looking statements must be distinguishable from established findings.
Sponsored content, commercial relationships and other material interests must be disclosed where they could affect a reader’s interpretation.
For client work, BeSustain supports responsible communication within the agreed scope. Clients remain responsible for the accuracy and completeness of the information they supply. BeSustain must raise material inconsistencies or unsupported claims identified during its work and seek their resolution before approving the relevant content.
Report preparation, content review or communication support must not be described as independent assurance.
8. Awards and Recognition Claims
Communications about the BeSustain Sustainability Awards must accurately identify the awarded organisation or initiative, category, applicant track where applicable, and awards year.
Recognition relates to the scope of the submitted and assessed application. It must not be presented as a general certification of the organisation, a guarantee of future performance or confirmation that all its activities are sustainable.
Application, payment or participation must not be represented as an endorsement or a guarantee of an award.
Award recipients must use the award name, logo and supplied materials in accordance with the applicable programme rules. Communications must not extend the recognition beyond its awarded scope.
9. Memberships, Affiliations and External References
Statements about memberships, participation, partnerships, certifications or affiliations must accurately describe their nature, scope and current status.
BeSustain’s participation in the United Nations Global Compact and the UN Global Compact Network Netherlands must not be presented as United Nations certification or endorsement of BeSustain, its services, its awards programme or award recipients.
References to the Sustainable Development Goals or other external frameworks must explain the relevant relationship without implying approval by the organisations responsible for those frameworks.
Third-party names, logos and marks must be used in accordance with applicable permissions and usage conditions.
10. Review and Approval
The person preparing a communication is responsible for identifying material claims and retaining the supporting references.
A designated reviewer checks the proposed wording, evidence, scope, limitations and presentation before publication. Claims involving significant uncertainty, broad environmental benefits, comparative performance, certifications or affiliations require particular attention.
The Founder is responsible for oversight of this policy and for resolving questions that cannot be addressed through the normal review process.
11. Corrections and Concerns
BeSustain reviews concerns about potentially inaccurate, unsupported or misleading communications.
Where a material issue is identified, appropriate action may include seeking further evidence, qualifying or correcting the statement, suspending its use or removing the relevant content.
Corrections should be communicated through channels appropriate to the significance and reach of the original statement. Material corrections and their reasons should be documented.
Feedback or concerns may be submitted to feedback@besustain.nl.
12. Policy Review
This policy is reviewed periodically and when material changes to BeSustain’s activities or communication practices require it.
The approved version will include a version number, approval date and effective date. Supporting review and record-keeping practices will be maintained to enable consistent implementation.