AANA joins Planet Pledge – New guidance released
AANA is excited to announce we’ve joined the WFA’s Planet Pledge and are committed to inspiring action on climate change.
Read our announcement here. Making sure environmental claims are credible is a key commitment of the Planet Pledge and AANA welcomes the first-of-its-kind guidance on how brands can make sure environmental claims features in their advertising are credible for both consumers and regulators.
The Global Guidance on Environmental Claims developed by the World Federation of Advertisers, identifies six key principles that marketers need to follow to make sure they are seen as trustworthy and to avoid their brands being accused of greenwashing.
The Guidance does not replace the AANA Environmental Claims Code rather it constitutes an enhanced guidance for advertisers in response to the global changes. The Guidance will form part of the review of the Environmental Claims Code to be announced later this year.
The Guidance identifies six core principles that brands need to follow:
Principle 1: Claims must not be likely to mislead, and the basis for them must be clear.
Principle 2: Marketers must hold robust evidence for all claims likely to be regarded as objective and capable of substantiation.
Principle 3: Marketing communications must not omit material information. Where time or space is limited, marketers must use alternative means to make qualifying information readily accessible to the audience and indicate where it can be accessed.
Principle 4: Marketers must base general environmental claims on the full lifecycle of their product or business, unless the marketing communication states otherwise, and must make clear the limits of the lifecycle.
Principle 5: Products compared in marketing communications must meet the same needs or be intended for the same purpose. The basis for comparisons must be clear and allow the audience to make an informed decision about the products compared.
Principle 6: Marketers must include all information relating to the environmental impact of advertised products that is required by law, regulators or Codes to which they are signatories.
Download the full guidance document:
About Planet Pledge
The WFA Planet Pledge is designed to highlight new actions that marketing leaders can initiate and champion, thereby playing a distinct role in support of the transition to net zero. It encourages CMOs to take action in four key areas:
- join, and champion, Race to Zero and to encourage your partners to do the same
- help raise the bar in terms of knowledge on marketing and sustainability
- work together to improve communications to make a positive difference by encouraging sustainable behaviour changes
- build trust in our communications and helping our consumers make sustainable choices with confidence.