The World Federation of Advertisers (WFA) has announced a series of recommendations to combat greenwash and build customer trust. Find out what they are and the global brands signed up to follow them.
The World Federation of Advertisers (WFA) has published a series of recommendations for brands, marketers and advertisers to ensure their environmental claims are credible for consumers and regulators. The global organisation, which represents marketers responsible for 90% of global marketing communications spend around the world, aims to solve the issue of greenwashing – the use of misleading environmental claims in marketing and advertising.
The WFA has identified six core principles that brands need to follow: