The principles set out below are designed to give the marcom industry a greater clarity on how the JEP’s regulations are translated into practice when making environmental claims. The principles are focused on issues that may arise in the context of misleading acts and omissions. It is imperative that the consumer receives the right information to make their choices in line with the perceived product or service. This means that what they are told needs to be truthful and accurate. It must not mislead through the way it is presented and important information must not be omitted or hidden.