Dear William,
AANA is proud to announce the launch of the new Environmental Claims Code which will take effect on 1 March 2025.
The new Code sets a new standard for advertisers, supports government efforts to eradicate greenwashing and expresses the advertising industry’s commitment to responsible advertising.
It aligns with Australian Consumer Law and complements and reinforces the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, ensuring that environmental messaging is truthful, clear, and verifiable.
The new Code expands its reach to include images, sounds, and any broad or vague environmental claims. Advertisers are also now obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable, and regularly tracked.
The advertising industry can play a crucial role in stamping out greenwashing and be a catalyst to the behavioural change needed to transition to a more sustainable future including nudging consumers towards more sustainable products or consumption patterns.
The new Code is underpinned by training, advice and a complaint resolution process that is supported by the advertising platforms. In this way, the self-regulatory system aims to prevent misleading ads being made in the first place but also minimise consumer detriment in the event an ad is found to contain misleading environmental claims.
To ensure the smooth implementation of the Environmental Claims Code, AANA will offer free industry-wide training before the new Code takes effect.
