TMT analysis: The Advertising Standard Agency's (ASA) use of AI-assisted collective advert monitoring is having a clear effect; with a 30-fold increase in the number of adverts analysed by the ASA in the period 2022–2023, and the ASA's new strategy to proactively pursue so-called ‘greenwashing’ claims, businesses across many sectors are falling foul of the regulator. In this article, Charlotte Angwin and Hannah Drury, senior associates, Richard J Brown, senior counsel, and Jonathan Rush, knowledge counsel at Travers Smith, explain the risks to business from this increased scrutiny of green claims and what they can do to minimise their exposure.