Learn how to effectively qualify and substantiate your 'green' marketing claims - using global principles

This module focuses on the importance of ethical marketing in the context of environmental claims. It explores the interplay between business communication on environmental initiatives and growing consumer demand for sustainability, highlighting the dangers of misleading marketing and greenwashing.

The module emphasises the need for accurate and substantiated environmental claims to maintain consumer trust and uphold brand reputation. It concludes by reflecting on the personal and professional benefits of responsible green marketing for businesses and consumers.

This module delves into the core principles outlined in the ICC Advertising and Marketing Communications Code, highlighting the importance of honesty and truthfulness in marketing. It also focuses on the critical need for substantiation, which is supported by an expert-led video on how to substantiate an environmental claim effectively.

The module goes on to cover the importance of transparency in information, appropriate use of qualifiers, and avoiding denigration. It concludes with insights on the ethical use of testimonials and responsible portrayal of environmental behavior in marketing practices.

Module 3 outlines the ICC Framework for Responsible Environmental Marketing Communications.

It emphasises the need for honesty and accuracy in presenting environmental claims, ensuring they are backed by scientific research. The module covers key aspects such as responsibly presenting superiority and comparative claims, understanding product life-cycles, and the proper use of environmental signs and symbols. Additionally, it delves into effectively communicating waste reduction and handling, providing marketers with essential guidelines for ethical green marketing.

In module 4, we cover how to qualify specific terms outlined in the ICC Framework, offering detailed insights into how to use these terms in an environmental marketing campaign.

The module covers critical terms such as 'carbon footprint', carbon offset', 'carbon neutral', 'carbon negative', 'net zero', and 'climate positive', providing a comprehensive understanding of each.

The module also explores concepts related to the circular economy, including 'circularity' and 'compostability', as well as 'degradability'. It further explains the distinctions and implications of 'recyclable', 'recycled content', 'recycled material', and 'recovered material', along with 'renewable 'energy'.

The module is enriched with a case study, which will guide learners on how to practically apply these environmental terms in a real-world context.

The final module provides practical tools for implementing ethical green marketing in your organisation, including a detailed checklist and an implementation guide.

It features expert-led videos on legal compliance and leveraging advertising self-regulatory organisations (SROs) for support.

The module emphasises the importance of understanding and adhering to legal standards in marketing. Additionally, it offers access to additional resources, equipping marketers with comprehensive guidance for responsible green marketing practices.

This certification includes a timed one-hour online exam — if you pass (70%) you will receive a digital ICC Certificate of Achievement marking a baseline level of understanding of the ICC Framework, and how to apply its principles.

• The final exam can be taken at any time after you have completed the 5 modules.
• The exam lasts for 60 minutes and is live proctored via the internet. The only requirement is a steady internet connection.
• The exam consists of multiple choice questions

Full details about how our exams work can be found here.