Sustainability Claims

The concept of environmental “sustainability” has generated increasing interest among manufacturers, suppliers, retailers, consumers and policy-makers. As consumers are becoming increasingly concerned about the environment there is a demand for environmental information about the products from consumers, government and industry. Vague, unsubstantiated, confusing or misleading information has the potential to reduce consumer confidence in the market, as well as disadvantaging environmental related business.  

In light of this the ICC Working Group on Sustainability, was established in 2007, with Sheila Millar, Partner, Keller and Heckman, as its chair.  The Working Group was tasked with examining current ICC guidance in relation to sustainability and other claims.  The group’s work resulted in the launch of the ICC Framework for Responsible Environmental Marketing Communications on 26 January 2010 in New York.

Click on the link to view the Framework in English , French. 

This framework is intended to provide a helpful approach for advertising industry stakeholders to use in developing and analyzing such claims, consistent with general principles of the Consolidated ICC Code of Advertising and Marketing Communication.

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