A practical guide to help advertisers develop clear, accurate and evidence-based environmental claims.
Environmental claims can be powerful, but they can also be complex. This guide brings together key principles from the advertising rules and shows how to apply them in practice, helping you avoid common pitfalls and communicate with greater confidence.
What the guide covers
The guide is structured around five key principles:
- consider how consumers are likely to understand your claim
- hold adequate evidence before making objective claims
- avoid overstating the environmental benefits of a product, service or initiative
- make sure claims and any qualifications are clear
- be transparent about environmental initiatives and ambitions
It also includes practical examples and advice on social responsibility and avoiding claims that give advertisers undue credit for complying with the law or standard industry practice.
Related resources
- Environmental claims: a quick checklist
- Misleading environmental claims and social responsibility in advertising
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