A special challenge for Sustainability Advertising is the "complexity of the messages" that have to be communicated. To avoid what is called ´Sustainability Advertising Myopia` – an exclusive focus on the “green” aspects of the product – the advertising message should not only include the social and environmental attributes of a product, but also connect them to the inherent consumer benefits, as well as men-tion the main buying criteria influencing the consumers´ buying decision. However, communicating meaningful about the complex interplay of social, environmental, economic, technical and consumer benefits of a product from a sustainability perspective using a 30-second radio or television slot or a single printed page can be a serious challenge. To make information uptake easier for consumers a selection of the core information and its transformation into simple advertising messages in combination with other key media, like annual environmental reports or links to web pages that provide more detailed information about the product, can be helpful.