Good practices and common pitfalls on ESG advertising in Italy

On green claims…

Do’s

• “Lower environmental impact” is preferable to “ecological”.
• Avoid expressions such as bio-jeans or bio- sneakers, if components are not fully biobased
• Explain in which respect the product is less polluting, e.g. less washing, organic fibres with less use of CO2
• Cite scientific tests with accuracy
• It is better to emphasise a path towards a lower environmental impact than to say result has been achieved in absolute terms.
• Extreme caution when talking about carbon offsetting processes, e.g. in e-commerce transport

Don’ts

• “Sustainable” is not synonymous with “ecological”
• Do not use expressions such as “100% ecological” or “completely green”
• No generic claims such as “environmentally friendly”, “green”, “environmentally safe”, “non-polluting”, “nature friendly”, “ecological”, “sustainable”
• Materials of natural origin are not necessarily less polluting
• Do not use the words “biodegradable” and “compostable” if the material does not comply with ISO standards.

On animal welfare...

Do’s

• Clearly explain product lines where there is a focus on animal welfare (do not extend to all, if not applicable)
• Adhere to advertise the treatment of animals as per the company’s Code of Conduct and no further
• Verify claims against the entire supply chain

Don’ts

• No pictures of free and happy animals without proper substantiation
• No boasting about the absence of animal testing if required by law anyway
• No scenes of mistreated animals or animals in dangerous situations
• Avoid expressions such as “cruelty-free”, if not supported by scientific evidence
• No expressions such as “faux leather” or “faux fur” in Italy

On social issues...

Do’s

• Explain the positive impact of any specific social campaigns, without using generic words such as ‘sustainable’ or ‘ethical’.
• Beware of images depicting children or the elderly or minorities
• Use of the Italian flag only when the product is 100% Made in Italy (including origin of materials)

Don’ts

• No images of women and men in a state of subordination or victims of violence
• No images of “objectified” body part
• Attention to cultural appropriation
• No use of the Italian anthem
• No use of models who are too thin or too fat