We’ve signed the Anti-Greenwash Charter

A 2025 poll for Greenpeace found that 78% of UK schoolchildren under the age of 12 are worried about climate change and what’s going to happen to the environment as they grow up.

It’s heart-breaking to think about. When the next generation is feeling anxious about the world they're going to grow up in, cynical marketing and green buzzwords really don't help. 

If businesses like Naked Paper want to be part of a brighter future, we have an obligation to speak clearly. We need to be open about how we’re making our bleach-free toilet paper, kitchen rolls, and tissues today, and honest about where we want to be tomorrow.

That’s why we’ve joined a movement of future-focused businesses determined to swim against the rising tide of greenwash. We’ve officially signed the Anti-Greenwash Charter.

What’s the Anti-Greenwash Charter?

You probably don’t need us to tell you this; the world is currently awash in a sea of green packaging. 

There are vague “eco” claims and nature-themed logos everywhere designed to give the impression of environmental benefits, but actual facts are often thin on the ground.

The Anti-Greenwash Charter is a not-for-profit initiative promoting clear, transparent communications. By signing it, a business commits to four core standards that we think should be the bare minimum for everyone:

• Transparency: Clearly communicating the environmental impact of the business.

• Accountability: Backing up every environmental claim with real-world evidence.

• Fairness: Only offering fair and reasonable comparisons with other products. 

• Honesty: Speaking truthfully about progress and acting on promises to improve.

Signatories have to maintain a public Green Claims policy that covers everything they say about the environmental benefits of their products. They commit to regular external audits to make sure their claims remain specific and substantiated, with no vague promises or implied benefits that can’t be proved.

How does this work for Naked Paper?

If you’ve been following our story for a while, you won’t be surprised to hear we were keen to sign up. The bar the Charter sets is the same level of honesty we’ve always tried to hold ourselves to.

We’ve never wanted to wrap our rolls in false promises or green imagery that suggests environmental benefits but doesn't have a solid foundation. Our products are bleach-free and, like our boxes, they’re unapologetically brown. 

When you see us make a statement about why Naked Paper is better for the environment in any way, whether that’s in an email, an advert, or a quick reply to a comment on Instagram, you can rest assured the evidence is in place. 

In fact, it’s in a very specific, public place. Since 2024, we’ve published all of our evidence on our Green Credentials page. It’s comprehensive and it’s updated regularly. 

As of March 2026, our overarching Green Claims policy is there as well. You can read it here.

Better communications for a brighter future

Real change requires honesty.

We know that bleach-free loo roll isn’t going to save the world. But we’ve always seen Naked Paper as part of a wider shift toward more thoughtful, positive, manufacturing for the things we use every day. 

We’re committed to speaking clearly and fairly about our products and we're proud to add our voice to the call for change from the Anti-Greenwash Charter. 

You can learn more about the principles and signatories of the Charter on their website, and if you’d like to learn more about the details of how we make Naked Paper we’ve provided an overview here. 

Want to try tissue products made with no bleach, and no greenwash either?