AANA’s new Environmental Claims Code out for public review
The Australian Association of National Advertisers (AANA) has released an Exposure Draft of its new Environmental Claims Code, more than a year after launching review to ensure the Code was up to global standards.
The Exposure Draft invites public comment on the proposed updated regulations, with interested parties able to submit feedback up until 5pm on Friday 22 March.
AANA has flagged a consultation of the AANA Environmental Code
It proposes a significantly expanded set of regulations to the current Environmental Claims Code, asserting that claims must be ‘Truthful and factual’, supported by ‘Evidence’, be ‘Clear and not vague’, ‘Provide genuine benefit, not insignificant’, and that ‘Future claims’ must be made on reasonable grounds.
Once finalised, the new Code will form part of the advertising industry’s self-regulatory system, overseen by the AANA. The industry body’s regulations are intended to complement Australia’s consumer protection laws and the ACCC’s guidance.
AANA CEO Josh Faulks said the review of the Environmental Claims Code “demonstrates the industry’s strong commitment to stamping out greenwashing”.
“The aim of releasing the Exposure Draft is to give the public, government and industry a further opportunity to help shape the standards around environmental claims,” he continued. “The strength of the advertising regulatory system lies in its agility to respond to shifts in community standards and developments around the world. That’s why we regularly review all the codes through a transparent and public process.”
“Importantly, the community also has a voice through the independent complaints handling system, administered by Ad Standards.”
The Ad Standards Community Panel, which adjudicates the complaints, is made up of members of the community who are not affiliated with the advertising industry in any way.
The AANA last year made updates to the Children’s Advertising Code, which took effect on 1 December 2023.
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