AANA’s Environmental Claims Code & Online Training is live this week

The Australian Association of National Advertisers (AANA)’s Environmental Claims Code (the Code), will take effect tomorrow, Saturday, 1 March 2025. This landmark initiative aims to strengthen the industry’s commitment to responsible advertising and supports government efforts to eliminate greenwashing.

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.

“The advertising industry has a critical role to play in combating greenwashing,” said AANA CEO Josh Faulks. “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.”

The Environmental Claims 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.

“The new Environmental Claims Code sets a higher standard for advertisers, covering not just traditional marketing content but also images, sounds, and broad or vague environmental claims,” said Megan McEwin Director of Policy & Regulatory Affairs at AANA.  “It also mandates that any claims about future sustainability targets be realistic, achievable, and backed by solid evidence – reflecting consumer expectations.”

In addition to the new online training, AANA will provide in-person workshops and free advisory support for members to help them integrate the Code into their marketing strategies.

Australia’s self-regulatory system remains a global benchmark, with independent complaints handling managed by Ad Standards. With strong compliance from advertisers and backing from major media owners, this system ensures robust consumer protection at no cost to the community or government.

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