Australian association launches new environmental claims code

Australia’s new Environmental Claims Code, developed by the Australian Association of National Advertisers (AANA) comes into effect on 1 March 2025 and is designed to hold advertisers accountable for the accuracy and clarity of their environmental messaging.

The Code aligns with the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, reinforcing the need for transparency and verifiable evidence in all aspects of advertising, from text to visuals and even sound.

Commenting on the initiative, Josh Faulks, AANA CEO, said: “By encouraging truthful and accurate environmental claims, we can influence the behavioural change that is necessary to transition to a sustainable future.”

The Code places a special focus on ensuring that future-focused sustainability promises are grounded in realistic, achievable and evidence-based actions. Additionally, it broadens the scope of previous efforts, addressing vague or exaggerated claims and making it harder for greenwashing to slip through.

To facilitate compliance by advertisers, the AANA is launching an array of support measures, including in-person trainings, an online training module and advisory services to guide advertisers in ensuring their campaigns meet the new standards.

Complaints will be handled independently by Ad Standards, Australia’s advertising watchdog, maintaining the integrity of Australia’s self-regulatory system while offering robust consumer protection without government intervention, says the AANA.