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Environmental advertising claims



With increasing number of businesses using environmental claims in their advertising and these claims carry significant weight for numerous consumers when making their purchasing decisions.


Certain claims may not accurately represent the genuine environmental footprint of a business or the impact of its products and services.


Following discussions with 150 stakeholders the ACCC has provided eight principles. These principles, according to the ACCC, represent "best practices for crafting environmental assertions" and serve to inform businesses about their responsibilities under the Australian Consumer Law (ACL). Specifically, businesses are advised against making false or deceptive claims and engaging in misleading or deceptive conduct.


The eight key principles are:

  1. Make accurate and truthful claims

  2. Have evidence to back up your claims

  3. Don’t hide or omit important information

  4. Explain any conditions or qualifications on your claims

  5. Avoid broad and unqualified claims

  6. Use clear and easy-to-understand language

  7. Visual elements should not give the wrong impression

  8. Be direct and open about your sustainability transition.

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