Environment Claim means any message or representation (including text, images, graphic, audio or symbolic representation) that gives the impression that an industry, business, product or service:
- has a neutral or positive impact on the environment
- is less harmful for the environment than alternatives
- has specific environmental benefits.
Advertisers have an obligation to be truthful in their environmental claims and must not mislead or deceive consumers on the environmental benefits of their products and services.
Any environmental claims must also be supported by evidence, and future environmental objectives must be based on reasonable grounds at the time the claim is made.
For more detail and guidance on making environmental claims read the AANA Environmental Claims Code.
Examples of previous decisions
Truthful or factual presentation
Examples of ads found in breach of the Environmental Claims Code:
| Summary | Case examples |
| Environmental claims which are misleading or deceiving. | Hancock Prospecting – 2025 ALDI – 2024 APPEA Ltd – 2023 ATCO – 2022 |
Genuine benefit to the environment
Examples of ads found in breach of the Environmental Claims Code:
| Summary | Case examples |
| Exaggeration or overstatement of an environmental benefit. | NSW Minerals Council – 2023 |
Substantiation
Examples of ads found in breach of the Environmental Claims Code:
| Summary | Case examples |
| Environmental claims which do not have adequate evidence to substantiate the claim. | The Climate Study Group – 2024 |