Tighter advertising rules about environmental claims weeks away
Stricter rules about making environmental claims in Australian advertising will come into effect on March 1, with vague or unqualified language under the spotlight.
The new AANA Environmental Claims Code applies to all advertising and marketing across all platforms, however doesn’t extend to packaging or labels, corporate reports, PR, or media statements – meaning that good old spin will still get a free pass under the new code.
Interestingly, although brands can lie to their hearts’ content on their packaging – if any commercial shows that packaging, the claims are now deemed part of the advertising, and they can still be fined.
Here are the key points of the new Code, via Ad Standards:
Truthful and factual: The overall impression of the ad, including the environmental claim, must be accurate and truthful.
Supported by evidence: All environmental claims must be backed up by substantiated and verifiable evidence.
Clear and not vague: Environmental claims in ads should be presented in clear, straightforward language that consumers can easily understand.
Specific: Vague or unqualified claims, such as “eco-friendly” or “sustainable” should be avoided.
Genuine benefit: Advertisers need to ensure their claims reflect a genuine environmental benefit without overstating the impact.
Future claims: Future sustainability goals or actions must be achievable and based on verifiable evidence.
The new rules can be read here – and the AANA also recommends brands familiarise themselves with the ACCC’s guide – Making environmental claims. A guide for business.
Additionally, 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 to ensure brands aren’t unwillingly falling short of the code.
Of course, there remain vagaries. For example, any environment boast needs ” reasonable data backing up the claim”, with further clarification nowhere in the code.
No doubt 2025 will see a number of greenwashing test case brought against overzealous brands, with precedents to be made.
AANA’s CEO Josh Faulks said the advertising industry has “an important role to play in the fight against greenwashing.”
“By encouraging truthful and accurate environmental claims, we can influence the behavioural change that is necessary to transition to a sustainable future.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Will this also apply to Chris Bowen?
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Could all you liars please stop printing “Recyclable through Red Cycle” on your packaging.
It has been three years since it disappeared so the packaging must have been printed knowing this is a lie.
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