Credit: Pawel Czerwinski via Unsplash https://unsplash.com/@pawel_czerwinski
The Australian Association of National Advertisers (AANA)’s Environmental Claims Code takes effect March 1.
The code sets a higher standard for advertisers, covering not just traditional marketing content but also images, sounds, and broad or vague environmental claims.
It also mandates that any claims about future sustainability targets be realistic, achievable, and backed by solid evidence.
To help advertisers navigate the new Code, AANA has introduced an online Environmental Claims code training module for members.
This training will equip advertisers with the knowledge to ensure their environmental claims are clear, truthful, and substantiated, aligning with both the Code and the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims.
AANA CEO Josh Faulks said the advertising industry has a critical role to play in combating greenwashing.
“By fostering transparency and accuracy in environmental marketing, we can build greater consumer trust and support the transition to a more sustainable and responsible future," Faulks said.
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