Environmental claims: determination summary

The AANA Environmental Claims Code is aimed at ensuring that advertisers and marketers develop and maintain rigorous standards when making environmental claims and to increase consumer confidence to the benefit of the environment, consumers and industry.

There is a low level of complaints about environmental issues.


Section 1

The Community Panel have found one advertisement in breach of this Section of the Code:

  • Environmental claims which provide a misleading impression to the average consumer in the target market will breach this Section of the Code.
    • Australian Gas Networks – 0202/20
       

A number of complaints have been dismissed under this Section. 

The Community Panel's view is:

  • Environmental claims that can validate their claims with independent research will not be seen to breach the Code.
  • General puffery is acknowledged by the Panel as a way of exaggerating the benefits of the product/service being promoted in a factual way.
  • Presenting factual information on the environmental benefits of a product/service will not be seen to breach the Code.


Section 2

The Community Panel's view is:

  • Environmental claims that states factual comparisons to other products will not be seen to breach the Code.
  • Claims about natural gas being naturally occurring will not breach the Code, as long as the advertiser does not indicate it is a replacement for renewable energy sources.


Section 3

The Community Panel's view is:

  • Environmental claims that provide supporting information in a website link will not be seen to breach the Code.
  • Claims about the sustainability and compliancy of products or services, when substantiated via official regulations or Standards, will not breach the Code.