British Cycling being embarassing, obsequious idiots ...

https://www.fca.org.uk/news/press-releases/fca-proposes-new-rules-tackle-greenwashing

Restrictions on how certain sustainability-related terms – such as ‘ESG’, ‘green’ or ‘sustainable’ – can be used in product names and marketing for products which don’t qualify for the sustainable investment labels. It is also proposing a more general anti-greenwashing rule covering all regulated firms. This will help avoid misleading marketing of products.

That the FCA is updating its rules to reflect this tells me that they are seeing financial firms push the limit. NB these changes will only apply to financial services.