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A new standard has been launched today to help consumers know exactly how environmentally friendly products are.

The Carbon Trust, which developed the standard, said it became necessary in response to both growing consumer mistrust of organisations' green claims and confusion amongst business about what to do to reduce emissions and improve efficiency.

The Carbon Trust Standard is the world's first carbon award scheme that requires an organisation to measure, manage and reduce its carbon footprint and make reductions year-on-year.

Unlike other award schemes, it requires organisations to take action themselves rather than paying others to reduce carbon emissions via off-setting schemes.

"Our research shows that not only do consumers currently mistrust business' climate change claims, but that business thinks existing carbon award schemes are confusing and lack credibility," said Carbon Trust chief executive Tom Delay.

"What business and consumers both share is a desire for one, credible way to prove an organisation has not only measured, but actually reduced their carbon emissions year-on-year without the use of offsetting. The Carbon Trust Standard is the only answer to this."

The new standard has been welcomed by both business and environmental groups.

Neil Bentley, director of business environment at the Confederation of British Industry, described the measure as "an excellent way for businesses to demonstrate they are behaving responsibly".

Greenpeace executive director John Sauven added: "The Carbon Trust Standard marks the difference between organisations that are really reducing their own emissions and those that are greenwashing customers with hollow pledges and no action.

"Carbon emissions urgently need to be cut and this initiative is a good starting point. But to be truly green, business must go beyond this and significantly de-carbonise their supply chain."

Twelve organisations have already been awarded the standard.

They have collectively achieved an 8.4 per cent reduction in their carbon emissions over three years, which translates into carbon savings of over 250,000 tonnes of carbon dioxide.