ICC Framework for Responsible Environmental Marketing Communications - 2025 Edition

This framework from the International Chamber of Commerce (ICC) can help you to ensure that environmental claims in your marketing and advertising are truthful and appropriately supported by evidence, that they meet legal and regulatory requirements, and that they reflect the core principles of the ICC Code. Like the ICC Code itself, the framework covers all forms of advertising and marketing communications claims, including digital advertising and social media. It applies to the entire marketing ecosystem, guiding communications practitioners, advertising agencies, publishers, media owners, contractors, market influencers, bloggers, vloggers, ad tech companies, those responsible for preparing algorithms and artificial intelligence technologies for marketing communications purposes, and more.

The framework provides a summary of the principles of the ICC Code, as well as commentary and guidance to help practitioners apply the principles to environmental advertising. It also provides a checklist that marketers may find useful for initially identifying and evaluating their environmental claimms; a comparative chart that identifies relevant general provisions and provides commentary, observations, and suggestions; and a table that describes specific environmental claims or terms and identifies the ICC principles and other considerations that apply when such terms are used.