1 April 2009
Australian Association of National Advertisers

Following a period of public consultation, the board of the Australian Association of National Advertisers (AANA) has agreed to proceed with the development and implementation of an Environmental Claims Advertising and Marketing Code.

With consumers becoming increasingly aware of, and interested in, the environmental impact of products and services, the new Code will help ensure that advertisers and marketers develop and maintain rigorous standards when making environmental claims in advertising and marketing communications.

The AANA consulted widely with its members, community groups and environmental advocates in 2008 on the need for a new Code. An overwhelming majority of respondents supported the development of a Code to ensure that green claims made in advertising and marketing communications meet robust industry-wide standards.

Elements the new Code will address include: the need for advertisers to substantiate any environmental claims they make about products or services; that any claims must represent a significant benefit or improvement in the overall environmental impact of the product or service concerned; and that any environmental claims do not lead the consumer to conclude a company has voluntarily adopted an environmental practice when in fact it has been legally mandated.

“Despite a recent shift in media focus away from environmental issues, AANA members remain committed to the fight against ‘greenwashing’. This Code of Practice will provide the necessary guidance to advertisers and marketers to ensure that the claims they are making are accurate and honest, and will serve to increase consumer confidence in environmental claims made in advertising and marketing to the benefit of the environment, consumers and industry” said Scott McClellan, Chief Executive of the AANA.

It is anticipated that the Code will be published by mid 2009 and fully operational from early 2010. The Code will form part of the AANA’s existing self-regulatory system and will be adjudicated by the Advertising Standards Board.

For further information:
Scott McClellan, Chief Executive, AANA, 02 9221 8088
Natalie Helm (0414 378 715) or Gabriel McDowell (0417 260 918), Res Publica

Background Information

The Australian Association of National Advertisers (AANA) is the peak advertising industry body representing the rights and responsibilities of Australia’s major advertisers and their industry partners. Further information about the AANA is available from http://www.aana.com.au/

The AANA’s aim and objective is to promote and safeguard the advertising interests of its members and to ensure that ethical standards are upheld through the management of the industry’s self-regulation system, implemented today through the Advertising Standards Bureau (ASB) in Canberra. The industry self regulation system is created, reviewed and owned by the AANA.

The AANA represents the interests of companies responsible for 85% of Australia’s annual expenditure on national mainstream media advertising, which topped $11 billion in 2008.

The ASB administers a complaints process under a national system of advertising self-regulation through the Advertising Standards Board and the Advertising Claims Board. Both boards make their determinations about complaints under appropriate sections of the Advertiser Code of Ethics, and the Food & Beverages Advertising & Marketing Communications Code and the Advertising and Marketing to Children Code as prescribed by the AANA, by following principles laid down by the AANA in consultation with the advertising industry and other stakeholders. Further information about the ASB is available from http://www.adstandards.com.au/pages/index,asp

The ASB reports annually on the complaints it has received.