This paper outlines a framework for ethical advertising practices regarding environmental claims, offering an international scan of standards, tools, and best practices. The report examines regulatory models and standards from economies such as Australia; Canada; Chile; the European Union; the United Kingdom; the United States; and specific EU members, such as France and Sweden.

It is structured to provide a broad overview of the social and political context influencing environmental claims in advertising, followed by a review of regulatory frameworks, principles of green advertising, and recommendations for various actors in APEC economies.

Core principles include making claims that are transparent, truthful, relevant, and substantiated. The recommendations section translates these best practices into specific actions for actors in APEC economies to support both consumers and businesses in navigating environmental claims.