IAE Green Shield
This certificate course is offered by the Institute for Advertising Ethics (IAE).
IAE's Green Shield is the advertising industry’s first social science-guided curriculum to protect professionals and companies against the dangerous and deceptive marketing practice of greenwashing. Participation in this training course is a critical step towards ensuring the highest ethical performance across our industry.
The Green Shield curriculum consists of 4 modules designed to provide a comprehensive overview of greenwashing. We start by defining greenwashing. Then, across the three modules that follow, we examine various types and examples of greenwashing, as well as industry-leading examples that set the bar for responsible environmentally-themed communications.
The course typically takes less than 1 hour to complete.
Skills / Knowledge
- climate advertising with integrity
- ethically sound advertising
- define greenwashing
- recognize core business omissions
- detect instances of selective disclosure
- define and identify over-indexing
- define and detect paltering
- define and recognize greenwashing jargon
- define and recognize greenwashing vagueness
- define and recognize empty claims
- identify misleading symbols
- define and detect irrelevancies
- define and detect political spin
- characterize the impact of greenwashing on consumers and on businesses