By Hannah Sturrock, National Head of Engagement & DEI Lead, Advertising Council Australia.
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Big changes are coming in March 2025. The Australian Association of National Advertisers (AANA) is rolling out its new Environmental Claims Code, which means brands must be extra careful about how they talk about sustainability. For agencies and marketers, this is a wake-up call—green claims must be accurate, verifiable, and totally above board.
Why the change? The review was prompted by increasing concerns over greenwashing—where brands make misleading or exaggerated claims about their environmental impact. Under the previous code, broad and vague statements like ‘eco-friendly’ or ‘sustainable’ were common, often without sufficient evidence. The new Code ensures that any environmental claim must be backed by clear, measurable proof to prevent misleading consumers.
The goal? To stamp out greenwashing and build consumer trust. That means no more vague claims like ‘eco-friendly’ or ‘sustainable’ without solid proof. If a brand says, “Our packaging is 100% recyclable,” they’ll need to back it up with evidence that every part of it can actually be recycled, not just some bits.
AANA CEO Josh Faulks puts it simply: “Consumers are more informed than ever and demand authenticity. This Code is a step towards ensuring brands uphold transparency in their sustainability messaging.”
What happens if brands don’t comply? Breaching the Code could lead to serious consequences, including formal investigations by our self-regulatory body, Ad Standards, and mandatory corrective action. Brands found in violation may face public reprimands, reputational damage, and potential regulatory scrutiny, making compliance crucial for maintaining consumer trust and brand integrity.
However, all Australian advertising and marketing is also subject to the Australian Consumer Law. That law is enforced by the Australian Competition and Consumer Commission (ACCC), which published guidance a year ago for businesses making environmental claims.
For agencies, the new code is both a challenge and an opportunity. Checking client messaging against the new guidelines will be key to avoiding trouble, but it’s also a chance to craft sustainability stories that are truly credible and compelling. Brands that can clearly communicate their impact—like saying, “Our production process has cut carbon emissions by 30% over three years, independently verified by [Certification Body]”—will stand out from the crowd.
Now’s the time to get ready. Make sure your team knows the new rules, audit current environmental claims, and help clients strengthen their proof. The industry is shifting towards greater accountability—let’s be the ones leading the way.
ACA Members are invited to register for our free webinar on March 18 to get an overview of the new AANA Environmental Claims Code, practical tips for implementing the code, and explore examples from both global and local markets.
Register here.