Science-Backed Training Helps the Ad Industry Avoid Greenwashing

This week, the course was delivered to 100 of P&G's agencies and external business partners

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A new training and certification program from the nonprofit Institute for Advertising Ethics aims to guard against industry greenwashing—in exactly the forms that it exists today.

The online course, Green Shield, which is free to take and can be completed in less than one hour, is the first ad-industry-focused training to incorporate social science research on climate-related communications.

With input from academics, agencies, brands, activists and regulators, it focuses on the concepts underpinning modern greenwashing, such as paltering, overindexing and astroturfing.



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