Advertising Best Practice

Background & Challenge

Last updated in 2013, the Advertising Best Practice Principles developed by SMMT, Zemo Partnership and ISBA (the British advertising trade body) aimed to coordinate environmental claims to ensure that advertising messages are delivered to consumers with clarity and consistency.

The growing availability of new vehicle technologies and fuels has created new challenges for manufacturers and other stakeholders in terms of advertising claims. There have also been significant changes in the available products, government targets and marketing practices since the last review. This project will be run in close collaboration with trade bodies including SMMT, ISBA, MCIA, DfT/VCA, ASA.


  • To update and improve best practice guidance for advertisers when making environmental claims

Actions & Outputs

  • Stakeholder workshop/s with industry to assess the issues and challenges, and collect evidence
  • Production of a refreshed guidance document on advertising best practice in making environmental claims
  • Dissemination and stakeholder engagement


Agust 2020 – March 2021

Original Advertising Best Practice Principles (2013 update)


Zemo Partnership Lead:
Alec Thomson

Project Manager

Join Us

If you want to get involved in the work of one or more of Zemo Partnership's Working Groups, why not join us, or contact the Secretariat for more information.