This summary report looks at the key discussions and findings of the Public-Private Dialogue on “Substantiating environmental claims in advertising to increase consumer confidence and improve competition”, held in Lima, Peru, on 19 August 2024, as part of APEC Project CTI 203 2023T. This project was led by Peru and co-sponsored by nine APEC economies.

The event brought together government officials, international organizations, consumer associations, advertising agencies, academia, and private industry across APEC economies to address greenwashing and improve transparency and trust in environmental advertising. The sessions explored diverse regulatory and policy approaches, enforcement strategies, communication challenges, and self-regulatory practices. Based on the dialogue, a set of voluntary recommendations are proposed to APEC competition and consumer protection authorities, the private sector, and APEC as a regional forum.