AANA officially introduces Environmental Claims Code
The Australian Association of National Advertisers (AANA) has unveiled its new Environmental Claims Code, reinforcing its commitment to responsible advertising practices and its role in combatting greenwashing.
Effective March 1, 2025, the new set of standards aim to help foster transparency in advertising and trust in environmental marketing. The Code complements the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, which ensures messaging is truthful, clear, and verifiable.
Advertisers are now obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable, and based on solid evidence, with the Code featuring five main rules: Truthful and factual; evidence; clear and not vague; genuine benefit; and future claims.
The Environmental Claims expand beyond traditional content, with the Code including images, sounds, and any broad or vague environmental claims.
“The advertising industry has an important role to play in the fight against greenwashing,” said Josh Faulks, AANA chief executive officer.
“By encouraging truthful and accurate environmental claims, we can influence the behavioural change that is necessary to transition to a sustainable future.”
To ensure the smooth implementation of the Code, the AANA will offer supporting resources to its members and the industry, including in-person training, online training modules, and even free advice on campaigns.
Much like the AANA’s other Codes, effective March 1, any complaints made to independent arm Ad Standards will be investigated by the Community Panel.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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AANA
AANA Environmental Code
Advertising
Australian Association of National Advertisers
environment
Environmental Claims Code
greenwashing
Josh Faulks
sustainability
sustainable advertising
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