Self-regulation for sustainability: Combatting greenwashing in ads

 
As concerns about the climate crisis grow, demand for products that cause minimal environmental harm is also rising, leading to a proliferation in sustainability claims from the companies selling them.

Trust in the veracity of these claims is low, however, and members of the marketing sector are now calling for greater efforts to address this issue and boost the validity of environmental labels and consumer confidence in them. 

A number of EU-level and national initiatives have in recent years focused on the issue of greenwashing and potential solutions, but those in the advertising industry stress the need for this to be combined with self-regulatory actions that offer guidance and set standards for businesses to ensure that positive climate action can become more widespread.
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