Green Claims Policy

Sentry Fire Safety Group named as one of the UK’s fastest growing businesses Read more…



As signatories of The Anti-Greenwash Charter, we are committed to upholding good standards of responsible marketing practice. The purpose of this policy is to define the standards we adopt throughout our organisation to ensure green claims made about our products/ services are fair and substantiated.

This policy applies to all the forms of marketing and advertising we use, including television, radio, online marketing (including social media and influencer marketing), direct marketing, shopper marketing, packaging, events, trade/sales and other professional promotions and communications. In addition to this policy, all marketing and communications must at all times comply with the relevant local laws and regulations.


Our Standards

We commit to the standards of communication set out in The Anti Greenwash Charter, which are as follows:



We commit to clear communication of what sustainability benefit our product or service offers and don’t conceal or omit information.


We substantiate our sustainability claims with accurate, and regularly evaluated empirical evidence. We commit to sharing facts, figures and statements that can be checked.


We commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.


We ensure we make specific statements about our organisation’s sustainability efforts and that our actions match those promises.


Our Practices

We implement the following practices and procedures to ensure we uphold the aforementioned standards:

– Clearly define the green terms we use
– Outline a clear editorial process
– Clarify our approach to evidence and testing
– Detail the training we provide our employees – Introduce our escalation procedure
– Commit to regular reviews and effective governance.



We define all the key ‘green’ terms we use to describe our products and services to ensure our claims are clear and transparent:


Sustainably sourced:

Our Knowles Range is certified to FSC Mix and PEFC certified. FSC Mix means that the product is made with a mixture of materials from FSC-certified forests, recycled materials and/or FSC-controlled wood. While controlled wood doesn’t come from FSC-certified forests, it mitigates the risk of the material originating from unacceptable sources. PEFC certification provides a mechanism to promote the sustainable management of our forests and ensures that forest-based products reaching the marketplace have been sourced form sustainably managed forests.


Naturally renewable:

Timber is a naturally renewable material, unlike other
manmade window materials such as uPVC or Aluminium.



Our products are made using eco-friendly materials such as timber
and water-based paints.


Reducing your carbon footprint:

Timber has the lowest embodied carbon of any fire door material.


If you come across a term you don’t understand and can’t find it on this list, email Catherine Clarkson at for clarification.


Editorial Process

All content is created using a copywriting template and reviewed by our Head of Marketing and another editor prior to publication and distribution. When writing content, our team refers to our list of clearly defined terms and updates the list when using a new term.



All new employees receive an in-house training session on our Green Claims Policy and The Anti-Greenwash Charter so they fully understand the issues and benefits. We include clear documentation in our employee handbook so all our employees can refer back to it whenever needed. Each year, every employee attends a refresher training session to discuss changes to the policy.


Customer Engagement

We know our customers are invaluable in our fight against greenwashing, which is why we commit to answering any emails about our green claims within three working days. If you have any questions or feedback on this policy or our green claims, please email Catherine Clarkson at for clarification.


Regular Reviews

We carry out quarterly internal audits of our content and check all our references are up to date. During this audit, we also check for new developments in the industry that we can benchmark against. Being a signatory of The Anti-Greenwash Charter is a continuous process; as such, we review our marketing practices annually to ensure we are still compliant with any changes to the Charter.


Governance of this Policy

Our Head of Marketing is responsible for ensuring that our compliance with this Green Claims Policy is reviewed quarterly. Any non-compliance with this policy will be brought to the attention of the Leadership Team, who will decide on further actions and whether the matter should be escalated further. The marketing team are responsible for establishing and following practices, instructions and operating models in line with the Green Claims Policy. The Marketing Team reviews and updates all our marketing policy guidelines. Before entering into new partnerships with third parties, such as suppliers, we share our Green Claims Policy with them to encourage adoption of similar standards.


Use of Imagery & Colour

In our commitment to transparent and honest communication regarding our sustainability efforts, we recognize the powerful impact of visual representation in shaping perceptions. Therefore, we uphold the following principles related to the use of imagery and colours in our marketing materials:


For any concerns or questions regarding the imagery and colours used in our marketing materials, or if you believe we are not adhering to the standards set out in this section, please contact Catherine Clarkson at We appreciate feedback and are dedicated to continuous improvement in our visual communications.


Partnerships & Collaborations


We are dedicated to promoting sustainability and responsible marketing practices across our network of partners and collaborators. We actively engage with our partners to encourage alignment with our sustainability values and the principles outlined in this policy. This engagement involves referring The Anti-Greenwash Charter, whilst also sharing knowledge and resources to enhance their understanding and implementation of responsible marketing practices. We uphold transparency in all our partnerships. Clear communication about the sustainability efforts of our collaborators is essential. We inform our stakeholders about the sustainability credentials of our partners, reinforcing our commitment to upholding our sustainability goals and public commitments, and encouraging a broader adoption of responsible marketing practices.


Independent Auditing and Validation


As a signatory of the Anti-Greenwash Charter, we actively endorse independent reviews to validate our Green Claims Policy practices & procedures. These periodic evaluations ensure our commitment to responsible marketing practice. We understand that any non-compliance could lead to a revocation of our certified signatory status.