Focuses on information accuracy and completeness, transparent labeling, appropriate marketing channels, and the incorporation of social and environmental considerations as appropriate.

Sustainable marketing practices generate customer interest and loyalty by not only incorporating relevant environmental and social information in their products and services, but do so with accuracy and completeness. Advertising is distinguished from news and entertainment. If endorsements are used, any payment is disclosed. Appropriate marketing channels are used which are neither deceptive nor unfair, e.g. where marketing to children is appropriate and non-manipulative; where claims are not exaggerated nor are fear tactics employed; where predatory lending is absent.

Product labeling provides useful information that enables consumers to make informed choices while also providing facts related to the safe and responsible use of the product or service. This includes information, if relevant, as to fees and interest rates for products and services in easy to understand and accurate language. Marketing, labeling and advertising need to comply with relevant laws (e.g. in the U.S., the Fair Packaging and Labeling Act).