AANA officially introduces Environmental Claims Code

October 22, 2024 12:01

The Australian Association of National Advertisers (AANA) has unveiled its new Environmental Claims Code, reinforcing its commitment to responsible advertising practices and its role in combatting greenwashing.

Effective March 1, 2025, the new set of standards aim to help foster transparency in advertising and trust in environmental marketing. The Code complements the Australian Competition and Consumer Commission’s (ACCC) Guidance on Environmental Claims, which ensures messaging is truthful, clear, and verifiable.

Advertisers are now obligated to ensure that any claims about future actions or sustainability targets are realistic, achievable, and based on solid evidence, with the Code featuring five main rules: Truthful and factual; evidence; clear and not vague; genuine benefit; and future claims.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.