ICC Framework for Responsible Environmental Marketing Communications

In an era marked by rising mis- and disinformation, and in which sustainability becomes central to how companies position their products and brands, the need for clear, credible and substantiated environmental messaging has never been greater. Environmental marketing is no longer niche; it is now central to brand strategy. But with that prominence comes responsibility. Misleading or vague claims can erode consumer trust, penalise responsible businesses and invite burdensome regulation.

The ICC Framework for Responsible Environmental Marketing Communications provides the global self-regulatory standard for ensuring that environmental marketing is both responsible and ethical.

Setting the benchmark for truthful, non-misleading, clear and substantiated environmental claims

The ICC Environmental Framework empowers marketers, agencies, and the wider marketing and advertising ecosystem to communicate sustainability with integrity and to build consumer trust across every market, medium and message.

First published in 2009 and now in its 5^th revision, the ICC Environmental Framework is a timely and practical resource to navigate the complexities of environmental claims and developing environmental marketing communications  

The Environmental Framework builds on the ICC Advertising and Marketing Communication Code, a landmark achievement in the field of marketing and advertising that has set global self-regulatory standards for legal, decent, honest and truthful  communications since 1937.

What’s new in the 2025 edition?

The 5^th edition aligns the ICC Environmental Framework with the updated 2024 ICC Advertising and Marketing Communication Code. It introduces refined examples and expanded guidance on emerging areas such as:

• Climate-related claims (e.g., net zero, carbon neutral)
• Circularity and ‘free-of’ claims
• Recyclability and recycled content
• Degradable, compostable and reusable claims
• Environmental, Social and Governance (ESG) and extended producer responsibility (EPR) communications

Recognising that not all environmental terms have globally agreed definitions, and that a variety of regulations may apply, the ICC Environmental Framework avoids prescribing specific standards.

Instead, it encourages marketers to consult local laws and regulatory guidance where applicable. It calls on marketers to ensure that all claims are backed by reliable scientific evidence and to avoid exaggeration or ambiguity that could mislead consumers.

Who is the ICC Environmental Framework for, and when does it apply?

From marketing agencies to individual influencers and from small businesses to global brands, the ICC Environmental Framework applies to all those in the marketing and advertising ecosystem and supports companies in applying consistent standards across jurisdictions. It’s media-neutral, technology-agnostic and designed to support responsible communication in traditional, digital, and emerging formats.

The practical resources included in the Environmental Framework

A table of key terms with practical considerations for use in marketing and comments on the global landscape.

An Environmental Claims Checklist to help marketers determine when a claim qualifies as environmental and assess its clarity, substantiation, and potential to mislead.

A comparative chart mapping ICC Code provisions and Code Chapter D to further guidance on how businesses could apply those principles to their own environmental claims.