Greenwashing, evidence & assurance · Core
Substantiation
Also called: evidence support, claim substantiation
ELI5
Evidence supporting a claim at the time it is made.
Used in conversation
“The control owner needs to resolve the exception around substantiation.”
Pitch context
You will see “Substantiation” in sustainability reports, impact decks, climate plans and assurance materials when the discussion reaches greenwashing, evidence & assurance.
Why it matters: In greenwashing, evidence & assurance, a loose definition can change rights, obligations, approval, disclosure or enforceability.
Caution
Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.
Connected terms
- Advertising substantiationThe search label “claim substantiation” can route to both entries.
Sources & evidence · 8
Direct term-level sources and supporting source families.
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceDirect source · primary · checked 2026-08-16
- IFRS Foundation / International Sustainability Standards Board — IFRS S1 and IFRS S2 Sustainability Disclosure StandardsDirect source · primary · checked 2026-08-16
- GHG Protocol — Standards and GuidanceDirect source · institutional · checked 2026-08-16
- International Organization for Standardization — ISO Net Zero Guidelines and related workDirect source · institutional · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16