Georgiana Derogatou, ICC
“By embracing the Code, businesses can build trust with consumers, promote sustainable practices, and ultimately contribute to a more sustainable future”
In today’s rapidly evolving business landscape, sustainability has become a cornerstone of corporate responsibility. Companies worldwide are increasingly recognizing the importance of integrating sustainable practices into their operations and marketing strategies. Revised for the eleventh time in 2024, the International Chamber of Commerce (ICC) Advertising and Marketing Communications Code, a globally recognised standard, provides a comprehensive framework for businesses to navigate the complexities of responsible marketing. The Code is the benchmark for almost 50 self-regulatory codes in countries around the world and, since 1937, it has set the standard for marketing that is legal, honest, decent, and truthful. In doing so, the ICC Code protects consumers and supports advertising and creative freedom.
This article delves into the sustainability aspects of the ICC Code, with a particular focus on environmental marketing claims addressed in Chapter D. But the ICC Code goes beyond environmental aspects. It addresses the latest challenges in AI and algorithms, influencer marketing, marketing to children and teens, diversity and inclusion, anti-corruption, and disinformation.
ICC Code Chapter D: Environmental Claims in Marketing Communications
Chapter D of the ICC Code is dedicated to ensuring that environmental claims in marketing communications are truthful, substantiated, and not misleading. This chapter provides a robust framework for businesses to make credible environmental claims, thereby fostering consumer trust and promoting sustainable practices.
One of the key principles of Chapter D is the requirement for substantiation. Businesses must back their environmental claims with reliable scientific evidence. This ensures that claims are not only accurate but also verifiable. For instance, if a company claims that its product is “carbon neutral,” it must have concrete data to support this assertion. This principle helps prevent greenwashing, where companies make exaggerated or false claims about their environmental efforts.
Demonstrating the value of self-regulation, the ICC Code emphasizes the importance of honesty and truthfulness in environmental marketing. In practice, this means that claims should not be vague or general; they must be specific and clearly related to the product or service being advertised. For example, a claim that a product is “eco-friendly” should be supported by detailed information specifying what makes it environmentally friendly. This transparency helps consumers make informed decisions and fosters trust in the brand.
The ICC Code encourages businesses to use scientific research to support their environmental claims. This includes using technical demonstrations or scientific findings that are backed by reliable evidence. Additionally, when making comparative claims, businesses must ensure that the comparisons are fair and based on verifiable facts. This prevents misleading consumers and promotes fair competition.
The chapter on Environmental Claims in Marketing Communications also addresses the importance of considering the entire product life cycle when making environmental claims. This means evaluating the environmental impact of a product from its production to its disposal. Claims should not imply benefits that extend beyond what can be substantiated. For example, a claim that a product is “biodegradable” should specify the conditions under which it biodegrades and the time frame required.
The use of certifications, signs, and symbols in environmental marketing is another critical aspect covered in the chapter. Businesses should only use such marks if they are backed by credible certification bodies and clearly indicate the source. This prevents the misuse of symbols that could mislead consumers into believing a product has certain environmental benefits when it does not.
Why businesses should embrace the ICC Code
Adopting the ICC Code offers numerous benefits for businesses. It provides a clear and comprehensive framework for making credible environmental claims, which can enhance brand reputation and consumer trust. By adhering to the Code, businesses demonstrate their commitment to ethical marketing and sustainability, which can differentiate them in a competitive market. Moreover, the ICC Code helps businesses navigate the complex regulatory landscape, reducing the risk of legal challenges related to misleading claims.
By adhering to the ICC Code, businesses demonstrate their commitment to ethical marketing and sustainability, which can differentiate them in a competitive market. Moreover, the Code helps businesses navigate the complex regulatory landscape, reducing the risk of legal challenges related to misleading claims.
Set the standard for responsible marketing
In an era where consumers are increasingly conscious of environmental issues, businesses must rise to the challenge of communicating their sustainability efforts transparently and credibly. Designed by business, for business, the ICC Advertising and Marketing Communications Code, particularly Chapter D, offers a valuable blueprint for achieving this. By embracing the Code, businesses can build trust with consumers, promote sustainable practices, and ultimately contribute to a more sustainable future.
We invite you to discover the additional policy instruments and certification programs that ICC has developed around the sustainability topic in recent years. The ICC Framework for Responsible Environmental Marketing Communications and the Certificate in Responsible Green Marketing Communications (RGMC) are designed to provide further guidance and support. These resources, along with the ICC Code, will help you confidently navigate your sustainability journey in marketing communications, ensuring that your environmental claims are both truthful and impactful.