Fair Marketing Practices

Fair marketing practices encompass honest, accurate, and responsible communication about products and services, including advertising, labelling, packaging, and promotional activities.

ISO 26000 emphasises that organisations should provide accurate and unbiased information, avoid deceptive or misleading practices, and not engage in unfair, unclear, or ambiguous contractual practices. Greenwashing — making misleading claims about the environmental benefits of products or practices — has become a particular concern, with regulators worldwide strengthening enforcement. The EU Green Claims Directive requires substantiation of environmental claims. GRI 417 (Marketing and Labeling) requires disclosure of requirements for product and service information and labeling, incidents of non-compliance, and incidents of non-compliance concerning marketing communications.

Further Reading

• ISO 26000 — Consumer issues guidance
• UN Guidelines for Consumer Protection — International consumer protection framework

Related Topics

• Consumer Issues
• SDG 12: Responsible Consumption
• Fair Operating Practices