Op-ed by Gareth Hayfield, Head of Research and Development, Farrow & Ball
It’s an often-overlooked fact of decorating: at its core, we’re working with chemicals. This reality shapes the sustainability challenges facing our industry.
While some manufacturers invest in more sustainable raw materials, with responsible sourcing and low-impact packaging, others can mislead consumers by exaggerating features common to all paints, such as being non-toxic or by relying on vague, nonspecific environmental claims like ‘eco-friendly’.
Why does this happen? Because regulation is inconsistent and enforcement is patchy (no pun intended) at best. Without clear, enforceable standards, it is confusing not only for consumers choosing brands but also for those working to decarbonise within the industry. This leads to disparate approaches to ESG, causes confusion for consumers and producers alike, and allows space for some brands to assert misleading sustainability claims.
The UK’s recent delay in implementing UK REACH legislation until October 2026 might actually work out positively. The extended consultation allows for more time for those across the industry to prepare, particularly given the cost and duplication involved in replicating existing EU REACH work.
This extra time must be used wisely: to ensure regulation is fit for purpose and that progress is made on product safety and sustainability.
The current landscape
For companies exporting to the EU, compliance with EU REACH remains essential – and meeting that standard typically ensures alignment with any future UK version. Meanwhile, unlike the EU’s increasingly robust stance through initiatives like the Green Claims Directive and ESPR, the UK currently has no comparable statutory controls on environmental claims. The ASA provides guidance but lacks the statutory power to prevent misleading green claims, a gap that risks further divergence.
This lack of clarity puts brands that are working proactively to improve sustainable practices on the back foot. Companies that have invested in creating paints with higher-quality and lower-impact ingredients and sustainable packaging face higher costs without the assurance that competitors will be held to the same standards in the near future. For example, at Farrow & Ball, we will not create a new paint formula until it is more sustainable than the previous one.
At the same time, the absence of clear and consistent rules means manufacturers interpret Volatile Organic Compound (VOC) requirements differently. VOCs are present in many standard raw materials used across the sector, and without aligned expectations on reporting or reduction, the market can drift towards less ambitious solutions. This creates an uneven playing field that makes it harder to drive industry-wide sustainability improvements.
What’s on the horizon
However, there are upcoming changes that will impact manufacturers and brands. The EU’s Ecodesign for Sustainable Products Regulation (ESPR) will have major implications for paint manufacturers.
ESPR introduces lifecycle-wide sustainability requirements, including stricter expectations around chemical transparency, durability, recyclability, and environmental impact. For the paint industry, this could mean clearer disclosure of substances of concern and higher standards for packaging and circularity.
Crucially, ESPR works alongside the Green Claims Directive, which will require any environmental claim to be backed by verifiable evidence.
These changes are not without challenges. Compliance will increase costs and complexity of operations, particularly for smaller manufacturers.
However, they also present opportunities for doing better. EPR regulation means that brands will need to go further to implement more sustainable practices, and could lead to innovation in sustainable design and circular solutions, working to solve the decorative paints industry’s existential packaging problem.
Essentials for regulators
Setting rules is only the beginning. Regulators need to provide clear guidance and enforce compliance to ensure all brands meet the same environmental benchmarks. This must be coupled with unambiguous marketing claims to create a fair and level playing field. Three things are needed to achieve this: clarity and consistency in reporting, robust enforcement, and support through the transition.
Manufacturers should have access to unambiguous timelines and requirements to plan investments in ethical supply chains. Without robust enforcement, regulations risk becoming toothless. Penalties for non-compliance need to be meaningful and push brands to work quickly towards solutions.
Finally, regulators should offer phased implementation and financial incentives for sustainable innovation, helping businesses adapt without jeopardising competitiveness.
As we manufacture our paints from start to finish, we are in a privileged position, as we know exactly what goes into our products and exactly where they come from, all the way back to raw materials. We screen our suppliers through an independent third-party, EcoVadis. They assess everything from environmental impact to human rights, and we take these scores into account when we decide whether to partner with a supplier. We also require all suppliers to sign our Code of Conduct, committing them to high standards across people, financial integrity and environmental responsibility.
Challenges and opportunities for decarbonisation
Decarbonising the decorative paints industry is no small feat. Paint production relies heavily on chemicals, and transitioning to low-carbon alternatives requires significant research, development and investment. Supply chain complexity adds another layer of difficulty, as manufacturers must ensure sustainability across raw materials, packaging, and distribution from all of its suppliers, which can be in the hundreds.
The path to decarbonisation in the decorative paints industry is clear: consistently implemented and enforced regulation, coupled with a clear framework of how to speak to consumers. Without this, sustainability will remain optional, and progress will continue to stall.
Regulators should set clear rules and guidance for decarbonising the decorative paints industry, and support businesses through the transition, ensuring that all manufacturers are held to the same environmental standards. A clear framework for communicating to consumers without greenwashing is essential, so they can make informed choices.
Learn more at www.farrow-ball.com.
