Latest News > Media Release
21 January 2010
Environmental Claims in advertising now subject to AANA Code
The Australian Association of National Advertisers’ (AANA) has released a Practice Note for its new AANA Environmental Claims in Advertising and Marketing Code, which came into effect on 1 January 2010.
“Given the range of industry sectors and environmental issues to which the Environmental Claims Code applies, the Code itself provides general principles and not overly prescriptive rules. This Practice Note is more detailed, providing clause by clause guidance and examples to assist advertisers and marketers to interpret and adhere to the Code. It will also guide the Advertising Standards Board in adjudicating complaints under the Code,” said AANA CEO, Scott McClellan.
The Practice Note further clarifies a number of terms encompassed by the Code including “Environment”, “Environmental Aspect” and “Environmental Claims”.
“Marketers and Advertisers will also gain a better understanding of the regulatory and practical intent of the Code, which will help them to ensure that accurate, specific and straightforward information about the environmental characteristics and qualities of their products and services is provided to consumers,” said Mr McClellan.
References to a number of international and national guidance documents such as the ACCC’s Green Marketing and the Trade Practices Act and the Total Environmental Centre’s The Green Cred Checklist, are attached to the Practice Note, and provide additional information to assist in interpretation and compliance with the Code.
AANA may expand and update the Practice Note from time to time based on the experience of public complaint adjudication by the Advertising Standards Board (ASB) and as a part of subsequent reviews and amendments to the Code.
For further information: Scott McClellan, Chief Executive, AANA (02) 9221 8088