How the Next Phase of the Anti-Greenwash Movement Came to Life

Green Shield has been rapidly adopted by major advertisers as the gold standard for greenwash prevention

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In February, the Institute for Advertising Ethics (IAE) launched Green Shield, an online educational course that focuses on the concepts underpinning modern greenwashing. It’s the industry’s first comprehensive, social-science-guided effort to combat climate disinformation and greenwashing—two problems that scientists, researchers, journalists and lawmakers have been urging to proactively address for over a decade.

Peer-reviewed studies, including the latest report from the United Nations’ Intergovernmental Panel on Climate Change (IPCC), have concluded: “Corporate advertising and brand-building campaigns” that contain ambiguous environmental rhetoric, exaggerated climate care statements, and false or misleading scientific information serve as “major barriers” to climate action with “negative implications for climate policy.”

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