AANA launches new Environmental Claims Code in the fight against greenwashing
Josh Faulks: "By encouraging truthful and accurate environmental claims, we can influence the behavioural change that is necessary to transition to a sustainable future."
The Australian Association of National Advertisers (AANA) is set to launch its new Environmental Claims Code (the Code).
The initiative, effective 1 March 2025, will reinforce the advertising industry’s strong commitment to responsible advertising practices and its vital role in supporting government efforts to eradicate greenwashing.
The AANA's Environmental Claims Code sets a new standard for advertisers, and help foster transparency and trust in environmental marketing. It will complement and reinforce the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, and ensure that environmental messaging is truthful, clear, and verifiable.
Josh Faulks, AANA CEO, 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."
The new Code expands its reach beyond traditional content by including images, sounds, and any broad or vague environmental claims. Advertisers are also now obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable, and based on solid evidence.
To ensure the smooth implementation of the new Code, AANA will offer comprehensive support to its members and the industry. For AANA members, this includes tailored in-person training, free advice on individual campaigns, and a new online training module set to launch in the coming months.
The online training module will provide AANA members with a deep understanding of how the new Code applies to their marketing efforts.
A key strength of Australia’s world-class self-regulatory system is the independent complaints-handling process administered by Ad Standards. With high levels of compliance with the decisions of the Ad Standards Community Panel, and the support of all major media owners and platforms, this system ensures consumer protection at no cost to the community or government.
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Top image: Josh Faulks
