ICC Framework for Responsible Environmental Marketing Communications
There has been growing interest by the media, government, consumers, and other stakeholders about the impact of human activities on the environment and how to promote “sustainable” consumption and use. As such, the past few years have seen a renewed interest in environmental marketing, particularly in the context of growing momentum on climate action globally, including collective efforts by governments and businesses to mitigate the threats of climate change and promote sustainable consumption.
There has also been a proliferation of “environmental” claims and interest in concepts of “environmental sustainability” and “sustainable development,” with growth in general claims that products or services are “eco-friendly,” “green,” “sustainable,” “carbon neutral” and well as some new emerging claims in the marketplace such as “climate neutral”, “climate positive”, “net zero”, “circular”; “natural”, “microplastics-free”, etc.
The ICC Advertising and Marketing Communications Code, serves as the cornerstone for many national and regional Codes and it is complemented by various sectoral guidelines, such as the ICC Framework for Environmental Marketing Communications (Environmental Framework), which provides added guidance in response to the growing complexity of environmental or “green” marketing claims.
A joint working group was established in June last year, including members from the Commission on Marketing and Advertising and the Commission on Environment and Energy, to work on updating the Environmental Framework to address new issues, concepts and environmental claims that have emerged.
The revised Environmental Framework:
- Provides added guidance in response to the growing complexity of environmental or “green” marketing claims, including general claims of “sustainability”, climate-related, circularity, recyclable content, degradability and additional “free-of” claims.
Download the framework here.