Consumers are more eco-conscious than ever, and brands are responding with bold environmental claims. But with greenwashing on the rise, how can advertisers ensure they stay credible? The new AANA Environmental Claims Code is here to set clear standards for honesty, accountability, and transparency. Taking effect on 1 March 2025, the new Code will help businesses build trust while making genuine sustainability commitments.
What does this mean for advertisers?
From 1 March, advertisers will need to ensure that their environmental claims align with the new rules. Here are some of the key principles of the new Environmental Claims Code:
- Truthful and factual: The overall impression of the ad, including the environmental claim, must not be false or inaccurate, and not be misleading or deceptive to the average consumer.
- Supported by evidence: All environmental claims must be backed up by substantiated and verifiable evidence. Advertisers should have reasonable grounds for making the claim and not misrepresent any third-party information.
- Clear and not vague: Environmental claims in ads should be presented in straightforward language that consumers can easily understand. Scientific terminology or references should not be used in a way that could be misleading.
- Specific and transparent: Vague or unqualified claims, such as “eco-friendly” or “sustainable” should be avoided. Advertisers must include important limitations or qualifications to ensure consumers understand the full context of the claim.
- Genuine benefit: Advertisers need to ensure their claims reflect a genuine environmental benefit without overstating or exaggerating the impact.
- Future claims: Future sustainability goals or actions must be achievable and based on verifiable evidence.
For example, if a product contains recycled materials, the ad should disclose the exact percentage of recycled content and its environmental significance.
Preparing for the change
As the implementation date approaches, advertisers are encouraged to review their current practices and adjust accordingly to align with the new Code. This proactive approach not only helps avoid potential breaches but also positions businesses as leaders in sustainability.
Decisions regarding potential breaches of the new Environmental Claims Code will be made by the Ad Standards Community Panel. The Community Panel will assess if the environmental claim being made is supported by evidence, and whether the average consumer could be misled or deceived by the advertising. Complaints can be made by any member of the public through the Ad Standards website.
Find out more
- Read the new Code: AANA Environmental Claims Code
- Watch the AANA’s free industry webinar: How to comply with the new Environmental Claims Code