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.