Tighter advertising rules about environmental claims weeks away

Stricter rules about making environmental claims in Australian advertising will come into effect on March 1, with vague or unqualified language under the spotlight.

The new AANA Environmental Claims Code applies to all advertising and marketing across all platforms, however doesn’t extend to packaging or labels, corporate reports, PR, or media statements – meaning that good old spin will still get a free pass under the new code.

Interestingly, although brands can lie to their hearts’ content on their packaging – if any commercial shows that packaging, the claims are now deemed part of the advertising, and they can still be fined.