A new code update sets standards for advertisers about what they can and cannot say about their environmental impact.
Australian Association of National Advertisers policy and regulatory affairs director Megan McEwin says its new ‘environmental claims code’ – taking effect from next March – will support government efforts to eradicate greenwashing, and expresses the advertising industry’s commitment to responsible advertising.
Expanding on a code introduced in 2018, it now includes images, sounds and “any broad or vague environmental claims”, aligning with consumer law and complements ACCC guidance on environmental claims.
“Advertisers are also now obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable and regularly tracked,” she says.
McEwin says the advertising industry can play a crucial role in stamping out greenwashing and be a catalyst to the behavioural change needed to transition to a more sustainable future including nudging consumers towards more sustainable products or consumption patterns.
The launch will be accompanied by training, advice and a complaint resolution process supported by the advertising platforms. “In this way, the self-regulatory system aims to prevent misleading ads being made in the first place but also minimise consumer detriment in the event an ad is found to contain misleading environmental claims,” she says.
More information at www.aana.com.au or email aanaregulatory@aana.com.au