Mining giant broke environmental Ad Standards rules
Ad Standards has upheld a complaint made against mining giant Alcoa for breaching four sections of the recently introduced Environmental Claims Code.
A print ad in a May edition of the West Australian newspaper outlined “the facts” of how Jarrah Forest in WA’s south-west region can “recover after mining”. The region is one of the world’s most biodiverse temperate forests, hosting over 800 plant species and 10 endangered animal species.
Alcoa, a US-founded mining giant, has been working in the region since the 1960s, and is exempt from most of the state’s environmental legislation. It is instead governed under state agreements which grant it permission to mine about 7,000 square kilometres of forest.
