Latest News > Media Release
14 September 2009
AANA PUBLISHES ‘GREEN CLAIMS’ ADVERTISING AND MARKETING CODE
In response to the increasing number of ‘green’ claims being made by advertisers, the Australian Association
of National Advertisers (AANA) has today published an Environmental Claims in Advertising and Marketing
Code. The Code has been adopted by AANA to ensure that marketers apply rigorous, industry-wide
standards when they make environmental claims in advertising or marketing communications.
The Code establishes a set of principles in relation to any environmental claims made about a product or
service: that claims are truthful and factual; that they are relevant to the product or service and its actual
environmental impacts; and that they can be substantiated and verified.
The Code specifically requires that claims not be misleading, vague or ambiguous and that they reflect
relevant legislative, scientific and technological developments. It also requires that environmental claims
demonstrate a genuine benefit to the environment and that they are backed up by current evidence. Such
substantiation must be readily accessible or available to the consumer upon request.
"AANA members recognise there are significant benefits both for consumers and advertisers in providing
accurate, specific and straightforward information about the environmental impacts and qualities of
products and services,” said Scott McClellan, Chief Executive Officer.
"This Code of Practice establishes a clear framework for advertisers and marketers on the use of ‘green’
claims and sets the benchmark against which these claims will be judged. It gives consumers a simple,
transparent mechanism to assess the environmental merits of a product or service, and provides the means
for them to easily make a complaint in the event that they believe they’ve been misled by an environmental
claim.”
AANA has consulted widely with its members, community groups and environmental advocates throughout
2008 and 2009 on the need for a new Code. An overwhelming majority of respondents supported the
development of a Code to ensure that green claims made in advertising and marketing communications
meet robust standards.
AANA is undertaking a program of activity to ensure its members and their marketing advisors are aware of
the Code and its provisions. Advertisers will be provided with a set of explanatory notes that will highlight
the provisions of AS/NZS ISO 14021 for self-declared environmental claims, and other useful documents –
such as the ACCC’s Green marketing and the Trade Practices Act and the Total Environment Centre’s The
Green Cred Checklist - and provide further guidance on specific environmental claims such as carbon offsets.
Both the Code and explanatory notes will be posted on the AANA website for public reference. The Code will
form part of AANA’s existing self- regulatory system and will be adjudicated by the Advertising Standards
Board. Complaints under the Code will be considered by the Board from 1 January 2010.
For further information: Scott McClellan, Chief Executive Officer, AANA 02 9221 8088.