The deepening of climate change and environmental sustainability challenges at the global level has necessitated a rethinking of economic growth models and the development of policy frameworks aligned with environmental objectives. In this context, environmental sustainability has evolved into a multidimensional field that requires not only environmental policies but also the comprehensive transformation of production, consumption, and market dynamics. One of the most comprehensive institutional responses to this transformation is the European Green Deal, announced by the European Union in 2019. The European Green Deal presents an integrated transformation vision that encompasses multiple policy areas most notably energy, industry, transport, and finance with the objective of achieving a climate-neutral economy by 2050. To support this process, European Union funding instruments such as Horizon Europe, the LIFE Programme, and the Innovation Fund aim to promote the development of low-carbon technologies and the dissemination of sustainable production models. The extent to which these policy and financing instruments developed under the Green Deal can generate tangible outcomes at the market and societal levels largely depends on the effectiveness of green marketing and green advertising practices. In this regard, green advertising plays a critical role by enabling the transparent and verifiable communication of environmental performance, thereby increasing consumer awareness and contributing to the societal acceptance and internalization of sustainability-oriented policy objectives.