AANA launches new Environmental Claims Code to combat greenwashing

The Australian Association of National Advertisers (AANA) has announced the launch of its new Environmental Claims Code (the Code), effective 1 March 2025. This initiative reinforces the advertising industry’s strong commitment to responsible advertising practices and its vital role in supporting government efforts to eradicate greenwashing.

The Environmental Claims Code sets a new standard for advertisers, helping to 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.

Says Josh Faulks, CEO, AANA: “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.

For more information on the Environmental Claims Code or to enquire about upcoming training, please visit aana.com.au.