In the UK, guides for brands on how they can properly make green claims in their ads have recently been published by both CAP and the CMA. The World Federation of Advertisers (WFA) has also issued guidance on how brands can make sure that environmental claims in their marketing are credible, both for consumers and regulators.
Released at Global Marketer Week 2022, the Global Guidance on Environmental Claims contains six key principles that marketers need to follow to ensure that you are seen as trustworthy – and avoid being accused of greenwashing.
This is a key commitment of the WFA Planet Pledge, to which ISBA is a signatory. You can see more about the WFA guidance here, and download it below.