About

Global Guidance on Environmental Claims

<p>Global Guidance on Environmental Claims</p>

About

This first-of-its-kind guidance covers how brands can make sure environmental claims featured in their marketing communications are credible for both consumers and regulators.

The guidance has been developed in the context of the WFA Planet Pledge, a commitment by leading companies to use the power of marketing as a force for positive change both internally and with the consumers who buy their products and services.

It identifies six key principles that marketers need to follow to make sure they are seen as trustworthy and to avoid their brands being accused of greenwashing.

WFA commissioned the International Council for Advertising Self-Regulation (ICAS) and the European Advertising Standards Alliance (EASA), with the support of environmental experts from the UK’s Advertising Standards Authority (ASA), to help pull the guidance on sustainability claims together.

There was a peer review process from a number of advertising standards bodies from around the world with expertise on green claims, including bodies from Australia, Brazil, France, India, Sweden, Spain and the US.

The guidance was also reviewed by the corporate members of the WFA Planet Pledge, EACA and Voxcomm, the global groups which bring together advertising agencies. It therefore represents a consensus across the global industry and industry regulators of what the core elements are to ensuring trustworthy and meaningful environmental claims.

Case studies

  1.    Chipotle (USA, broadcast, online)

    Chipotle (USA, broadcast, online)

    Fast food brand Chipotle makes claims about the environmental impact of its ingredients, how much food waste is diverted from…

    Read more about "Chipotle (USA, broadcast, online)"
  2.    Quilted Northern Ultra Soft & Strong Bathroom Tissue (USA, Product packaging & Online)

    Quilted Northern Ultra Soft & Strong Bathroom Tissue (USA, Product packaging & Online)

    Bathroom tissue brand Quilted Northern makes claims on its website and on packaging about its practice of planting trees to replace…

    Read more about "Quilted Northern Ultra Soft & Strong Bathroom Tissue (USA, Product packaging & Online)"
  3.    Everlane (USA, Online)

    Everlane (USA, Online)

    Fashion brand Everlane was making claims about the recycled content in its clothes and the fact that dyes used were “safer for…

    Read more about "Everlane (USA, Online)"
  4.    CalciTrio Naturell food supplement (Hungary, TV & Print)

    CalciTrio Naturell food supplement (Hungary, TV & Print)

    Even the brand name of CalciTrio Naturell food supplement came under scrutiny when Hungary’s regulator looked at its TV and…

    Read more about "CalciTrio Naturell food supplement (Hungary, TV & Print)"
  5.    Inga (France, Facebook post and video)

    Inga (France, Facebook post and video)

    Inga’s social media ads for its reusable paper towel products included a claim that it is a “zero waste” solution…

    Read more about "Inga (France, Facebook post and video)"
  6.    EasyJet (France, Press Ad)

    EasyJet (France, Press Ad)

    EasyJet’s claim in a French press ad that it doesn’t “teach lessons, we offset our emissions" and "From 2019 we…

    Read more about "EasyJet (France, Press Ad)"
  7.    LAVAZZA (France, Billboard poster)

    LAVAZZA (France, Billboard poster)

    A visual in an ad for coffee brand Lavazza attracted a complaint to the Jury for Advertising Ethics as it appeared to suggest that…

    Read more about "LAVAZZA (France, Billboard poster)"
  8.    Rock Gas Wellington (New Zealand, Sponsored Facebook post)

    Rock Gas Wellington (New Zealand, Sponsored Facebook post)

    Rock Gas Wellington’s Facebook post states that "LPG is a fantastic fuel for heating and cooking and offers lower carbon…

    Read more about "Rock Gas Wellington (New Zealand, Sponsored Facebook post)"
  9.    Firstgas Group (New Zealand, Television and YouTube)

    Firstgas Group (New Zealand, Television and YouTube)

    An Audiovisual ad in New Zealand featured a controversial voiceover for Firstgas Group. The claim that the company is…

    Read more about "Firstgas Group (New Zealand, Television and YouTube)"
  10.    MSC CRUISES (Belgium, OOH)

    MSC CRUISES (Belgium, OOH)

    A Belgian ad for MSC Cruises attracted a complaint from a consumer who took issue with the company’s claim to be 100%…

    Read more about "MSC CRUISES (Belgium, OOH)"
  11.    Beech-Nut Nutrition Co. “Beech-Nut Baby Food” (USA, television, Internet)

    Beech-Nut Nutrition Co. “Beech-Nut Baby Food” (USA, television, Internet)

    Beech-Nut Nutrition promoted its products via TV and online ads in the US, claiming that “glass is nature’s safest…

    Read more about "Beech-Nut Nutrition Co. “Beech-Nut Baby Food” (USA, television, Internet)"
  12.    Safe Catch Tuna (USA, Amazon)

    Safe Catch Tuna (USA, Amazon)

    Does this Amazon ad for ‘100% Sustainably Caught Tuna” from the US break the rules on green claims?
    Read more about "Safe Catch Tuna (USA, Amazon)"

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