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Toyota debuted its hybrid Prius for the first time at the Super Bowl in 2005, calling it “good news for planet Earth.” In 2006, there were two Super Bowl ads for new hybrids: one for Toyota’s Camry hybrid, and one ad for Fords’ new Escape hybrid in which Kermit the Frog concluded that maybe it was easy being green, after all. But it’s taken 17 years and over 900 total ads for climate change to finally break through at the Super Bowl.

The Corporate Climate Responsibility Monitor, a collaboration between sustainability research institute New Climate Institute and climate policy advocate Carbon Market Watch that evaluates the transparency and integrity of companies’ climate pledges, released an analysis today that suggests the climate pledges of Amazon, Google, and others lack integrity, in reality only committing them to reducing their emissions by 40% on average, not 100% as suggested by their “net zero” and “carbon neutral” claims.

Google said it will no longer display advertisements on YouTube videos and other content that promote inaccurate claims about climate change.

The pressure on organizations to meet environmental, social and governance (ESG) criteria is more widespread than most finance leaders might realize — 85% of investors considered ESG factors in their investments in 2020. Recent Gartner research presented at Gartner CFO and Finance Executive Conference highlights the importance of managing financial stakeholders’ perceptions of their companies’ ESG performance.