The UK has enforced comprehensive anti-greenwashing rules for financial institutions as of today. These regulations, introduced by the Financial Conduct Authority, aim to prevent banks and asset managers from misleading consumers about their environmental performance. The new rules have significant implications, including prohibiting the use of misleading imagery, such as photos of rainforests, in client-facing materials. Dr. Shane Timmons of the ESRI’s Behavioural Research Unit highlighted that greenwashing hinders genuinely sustainable businesses from competing fairly. The Anti-Greenwashing Rule marks a significant step towards greater transparency and accountability in the financial sector.