In the recent AdAge article, ESG Advertising Demands More Than Mere Legal Compliance, Chris Cole shares his thoughts on the five best practices for how companies advertise their ESG efforts:

  1. Advertise honestly about accurately measurable improvements
  2. Qualify with reference to metrics or uncertainty to put statement into context
  3. Use well-established standards for communication
  4. Do not rely on third-party certifications
  5. Monitor social media and complaint activity

Chris examines real-world examples on how ESG-centric advertising draws attention for brands but can also lead to a new generation of lawsuits.

This post originally appeared in AdAge.