ICC has published 2025 ICC Framework for Responsible Environmental Marketing Communications a global reference designed to ensure environmental claims are truthful, clear and properly substantiated.

Now in its fifth revision since its introduction in 2009, the framework aims to help brands communicate sustainability with integrity at a time when environmental messaging has become central to marketing strategies. Alongside the Framework,  the Checklist is a practical tool for users in applying the principles. 

The updated framework aligns with the revised 2024 ICC Advertising and Marketing Communication Code and includes expanded guidance on emerging claim areas such as climate-related assertions (including “net zero” and “carbon neutral”), circularity, “free-of” claims, recyclability, degradability, compostability, reuse, recycled content, ESG and extended producer responsibility.

While avoiding the creation of new definitions for environmental terminology, the ICC emphasises that marketers must follow local regulations and support all claims with reliable scientific evidence. The framework cautions against vague or exaggerated statements that could mislead consumers, undermine trust or invite regulatory scrutiny.

Applicable across the entire marketing ecosystem, from global brands and agencies to small businesses and influencers, the framework is media-neutral and relevant to traditional, digital and emerging formats. It includes practical tools such as a glossary of key terms, an environmental claims checklist, and a comparative chart linking ICC Code principles to environmental guidance.

The release comes amid heightened concern over mis- and disinformation and increased regulatory attention to greenwashing, reinforcing the ICC’s role in setting internationally recognised standards for responsible environmental communication.