The Australian Association of National Advertisers (AANA) is reinforcing the advertising industry’s commitment to responsible advertising practices and its role in eradicating greenwashing with the upcoming launch of the Environmental Claims Code (the Code).
The Code, effective 1 March 2025, aims to set a new standard for advertisers, and help foster transparency and trust in environmental marketing.
It complements and reinforces the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, ensuring that environmental messaging is truthful, clear, and verifiable.
The Code includes images, sounds, and any broad or vague environmental claims. Advertisers will now be obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable, and regularly tracked.
The advertising industry plays a crucial role in stamping out greenwashing as a catalyst to the behavioural change to transition to a sustainable future including nudging consumers towards more sustainable products or consumption patterns.
Josh Faulks
“The advertising industry has an important role to play in the fight against greenwashing,” AANA CEO Josh Faulks previously said about the Code.
“By encouraging truthful and accurate environmental claims, we can influence the behavioural change that is necessary to transition to a sustainable future.”
The new Code is supported by an explanatory Practice Note for the practical application of the Code and AANA has provided comprehensive training to the industry through an industry-wide webinar accessible to anyone to ensure Australian advertisers comply with the new rules.
AANA members have exclusive access to a suite of free resources; first and foremost a new online training course on the Environmental Claims Code, advice and tailored training.
A key strength of Australia’s world-class self-regulatory system is the independent complaints handling process administered by Ad Standards.