IAE Charter for Greenwash Prevention

Since its inception, the Institute for Advertising Ethics (IAE) has worked with market leaders, civil society, and governmental entities to deliver pragmatic solutions for addressing urgent and complex ethical issues facing the advertising industry.

The IAE Charter for Greenwash Prevention advances our efforts with a focus on actions needed now from advertising agencies and advertisers in order to avoid the deceptive communications practice known as greenwashing and improve the integrity of environmentally themed advertising. This initiative is designed to integrate well-established social science frameworks into the advertising industry’s business practices, thus enabling advertising professionals to mitigate risks and better align with the Paris Agreement’s 1.5-degree global warming target.

Download the Charter