The Carbon Trust has today unveiled a new standard that it claims will help restore confidence in environmental claims made by companies, and help bring an end to so-called greenwash.

The Carbon Trust Standard certificate will only be awarded to firms that not only measure their carbon footprint in line with the organisation's guidance, but also deliver real year-on-year cuts in their carbon emissions.

The government-backed company said that the standard represents the first award scheme that does not recognise carbon offsetting as a legitimate means of curbing a company's carbon footprint – a view shared by 90 per cent of respondents to a recent Carbon Trust survey of almost 2,000 people.

"Our research shows that not only do consumers currently mistrust business' climate change claims, but that business thinks carbon award schemes are confusing and lack credibility," said Tom Delay, chief executive of the Carbon Trust. "What business and consumers both share is a desire for a credible way to prove an organisation has not only measured, but actually reduced their carbon emissions year-on-year without the use of offsetting."

He added that attaining the certificate would not only help organisations generate bottom line savings through reduced energy bills but also allow them to "stand out from the crowd" and appeal to increasingly environmentally conscious consumers.

Harry Morrison, general manager for the Carbon Trust's new standard, said that the award of the certificate would follow a number of robust processes, whereby a network of 25 independent assessors would audit all applications and carry out site visist to ensure submitted emissions data and carbon reduction plans are in line with firm's submissions.

He also allayed fears that firms that see their carbon footprint increase as a result of acqusitions would be penalised and see their certification removed. "The standard is based on a detailed set of rules and we will look at reduction on a like-for-like basis, taking into account acqusitions or divestments," he explained.

The Carbon Trust said that 12 organisations – including Defra, B&Q, Thames Water and the London Fire Brigade – had been already been awarded the standard after collectively cutting emissions by 8.4 per cent over the last three years. It added that it was now seeking to work with thousands of businesses over the coming months to help them attain the standard.

Speaking to BusinessGreen.com, Dragons' Den entrepreneur Deborah Meaden said that the new standard should appeal to both large and small firms. "Business works based on measurable targets so this standard is in the language we speak," she said. "It will appeal to all firms because ultimately your carbon footprint means money, you save money by reducing your footprint."

The new standard was also endorsed by the CBI and the Institute of Directors, both of which urged their members to work towards attaining the new certificate.

"The standard… clearly combines a practical, robust and transparent approach to reducing emissions and will also help business to identify cost reductions opportunities," said Miles Templeman, director general of the IoD. "The Institute of Directors would encourage business leaders to adopt the Carbon Trust Standard and demonstrate their commitment to reducing their carbon footprint."

The standard has won similar support from environmentalists with Greenpeace executive director John Sauven describing it as a "good starting point" for any organisation attempting to cut emissions. "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," h e added.