ICC has welcomed a not long ago printed European Commission proposal for a directive on substantiation and communication of express environmental claims (Green Promises Directive), underscoring the EC’s commitment to battle greenwashing and misleading environmental statements.
There is renewed interest in environmental advertising, especially in the context of expanding momentum on local climate action globally, such as collective initiatives by governments and firms to mitigate the threats of local climate change.
ICC reiterates the importance of a harmonised see on how to substantiate environmental claims and has extended standing skills in aiding marketers craft environmental messages that adhere to the essential world wide rules of truthful, straightforward and socially liable communications. To that end, environmental claims should be crystal clear and substantiated by sound scientific proof. In this feeling, ICC believes that firms communicating aspirational claims to mirror the environmental commitments or local weather targets they purpose to accomplish in future years — these as “net-zero by 2050” – ought to be able to concretely display the methodological technique they are working with to allow them to meet up with these commitments.
ICC has been the big rule-setter in worldwide advertising self-regulation since 1937, when the ICC World-wide Advertising and Promotion Fee issued the first ICC Code of Advertising and Internet marketing Communications (ICC Marketing Code) – a person of the most prosperous examples of business self-regulation at any time designed and which is now going through a comprehensive revision. ICC also encourages consideration of its Framework for Accountable Environmental Marketing Communications (the ICC Environmental Framework). Up-to-date in November 2021 the framework presents useful commentary and steering to assistance practitioners implement the rules to environmental promoting. Moreover, ICC’s re-branded Environmental Statements Checklist of the Environmental Framework health supplements and strengthens the provisions in the principal publication. It is an additional useful resource to support entrepreneurs detect when they are generating an environmental declare, supplying guidance on issues about this kind of statements.
As a chief in liable marketing worldwide, ICC intends for the ICC Advertising and marketing Code and the Environmental Framework to serve as a useful resource for practitioners creating environmental claims and campaigns.
ICC proceeds its dedication to operating with EC and worldwide policymakers to ensure that the fundamental worldwide rules of truthful, honest and socially responsible communications are recognised and applied.