B Corp Responsible Marketing Policy: What PSG4 Requires

Yes. Under B Lab's new standards, every certified B Corp needs written guidance on how it markets and communicates. What you need depends on your size. Micro and Small companies need documented principles for responsible marketing and PR. Medium, Large, and larger companies need a formal policy overseen by the executive team or highest governing body.

If you're recertifying or certifying for the first time, this applies to you now. The new B Lab Standards have been in official use for all certifications and recertifications since March 11, 2026.

The good news: this is one of the more manageable requirements. Most B Corps already try to market honestly. The standard asks you to write down how, and prove your team knows it.

This article explains the requirement in plain English. It isn't legal advice. Check the current standard text in the B Impact platform before you submit.

What changed in the new standards

Responsible marketing sits inside the Purpose & Stakeholder Governance impact topic, labeled PSG4. According to B Lab, PSG4 requires companies to market responsibly, make accurate claims, and give stakeholders a truthful view of their impact.

That's new. B Lab lists responsible marketing and communication as an area added in the new standards. In plain terms, B Lab now treats greenwashing as a governance issue, not just a PR risk.

Principles or policy: which one do you need?

	Micro and Small companies	Medium and larger companies
Requirement	PSG4.1: documented principles	PSG4.2: formal policy
Who owns it	Not specified at this level	Executive team or board
Format	Can be an internal policy or part of a code of conduct	Standalone, approved document
What B Lab looks for	The principles, plus proof workers can access them	The policy, proof of approval, a named owner, and proof it was shared

B Lab classifies companies by size during the assessment. If you're unsure which category you're in, check your scoping in the B Impact platform.

What evidence B Lab looks for

B Lab's knowledge base is specific here, which helps.

For principles (PSG4.1): a documented set of principles, which can be an internal policy or a section of a code of conduct, plus evidence they were shared with and are accessible to all workers. The standard also says the principles must specifically address how the company handles environmental and social claims.

For a policy (PSG4.2): a formal policy approved by the executive team or highest governing body. It should define its scope, apply to all audiences, and set clear requirements for anyone involved in marketing and PR. Approval can be shown through meeting minutes or a signed document. Accountability should be assigned to a specific role, for example through an org chart or a RACI matrix.

Notice what's missing: B Lab isn't asking for a long legal document. It's asking for clarity, ownership, and proof people know the rules.

What to include: a simple outline

Use this as a starting structure. Adjust it to your size and the claims you actually make.

1. Purpose and scope. Who the policy covers (staff, contractors, agencies, influencers) and which channels (website, packaging, social, sales decks, PR, investor materials).

2. Claim standards. Your core rule: every environmental or social claim must be accurate, specific, and backed by evidence you can produce. Name where that evidence lives.

3. Words to handle with care. List terms that need extra proof or context, such as "sustainable," "carbon neutral," "eco-friendly," "ethical," and "impact." Say what you'll require before anyone uses them.

4. B Corp logo and messaging. Point to B Lab's brand rules. B Lab's messaging library states that only its listed claims are approved for use alongside the B Corp logo. For the full rules, see our guide to B Corp logo and messaging rules.

5. Testimonials, partners, and influencers. How you disclose paid relationships and check that third-party content follows the same claim standards.

6. Review and approval. Who signs off on impact claims before they go public, and when legal review is needed.

7. Corrections and complaints. How someone can flag a misleading claim, and how you'll fix it. Link this to the grievance mechanism the new standards also require.

8. Training and access. Where the policy lives and how new hires learn it.

9. Review schedule. How often you'll update it. Once a year is a reasonable default.

How to write it without creating a binder nobody reads

Start with an audit, not a template. Pull your homepage, product pages, last 20 social posts, and your main sales deck. Highlight every impact claim. That list tells you what your policy actually needs to cover.

Write for the person posting on a Tuesday afternoon. If your social media coordinator can't use it to make a quick decision, rewrite it.

Keep the evidence close. A shared folder that matches each recurring claim to its proof makes the policy usable and makes recertification easier.

Give it one owner. For larger companies, the standard expects accountability at the executive level. For smaller teams, naming one person still keeps it from drifting.

Common mistakes

Copying another company's policy. Their claims aren't your claims. B Lab is checking whether yours fits how you actually market.
Forgetting sales and investor materials. Pitch decks often carry the boldest impact language and get the least review.
Treating it as a one-time task. Claims change every time you launch something. The policy only works if it's part of the approval process.

A note for B Corps selling in the EU

If you market to consumers in the EU, the stakes are higher. New EU rules under the Empowering Consumers for the Green Transition (ECGT) directive apply from September 27, 2026, and affect how companies use the B Corp logo and certification status in marketing. B Lab says its new standards and approved messaging guidelines were developed to comply with these rules. Talk to legal counsel about your specific situation.

The bigger opportunity

A responsible marketing policy can feel like paperwork. It's also a forcing function. When you have to prove every claim, you find out which ones are strongest. Those become the center of your story.

Not sure your current claims would hold up? Zaha's Impact Story Sprint includes a claims check: we review what you're saying today, flag what needs proof, and help you build messaging you can stand behind. Book a free 30-minute call.

Does Your B Corp Need a Responsible Marketing Policy? What the New Standards Require