The Australian Association of National Advertisers (AANA) has released an Exposure Draft of its new Environmental Claims Code for public comment. This move comes as part of the AANA's ongoing efforts to ensure its code aligns with community standards and international best practices.

The AANA initiated a review of its Environmental Claims Code over a year ago, aiming to ensure it accurately reflects the expectations of the community and adheres to global best practices. The code forms a crucial part of the advertising self-regulatory system and complements Australia’s consumer protection laws and the Australian Competition and Consumer Commission’s (ACCC) new guidance.

The Ad Standards Community Panel, responsible for adjudicating complaints, comprises community members not affiliated with the advertising industry. The majority of Australian advertisers comply with Community Panel Decisions and the advertising Codes.

"The review of the Environmental Claims Code and release of the Exposure Draft today demonstrates the industry’s strong commitment to stamping out greenwashing. The aim of releasing the Exposure Draft is to give the public, government and industry a further opportunity to help shape the standards around environmental claims," said Josh Faulks, CEO of AANA.

The AANA, as the leading industry and self-regulatory body for advertisers and marketers in Australia, has been representing and protecting the interests of Australia’s most iconic brands across all major sectors for over 95 years.

"The strength of the advertising regulatory system lies in its agility to respond to shifts in community standards and developments around the world. That’s why we regularly review all the codes through a transparent and public process. Importantly, the community also has a voice through the independent complaints handling system, administered by Ad Standards," Faulks added.

Feedback on the Exposure Draft will assist in finalising the new Environmental Claims Code. The deadline for comments is 5pm on Friday 22 March 2024. This initiative by the AANA is a significant step towards ensuring transparency and accountability in advertising, particularly in relation to environmental claims, a topic of increasing importance to consumers and regulators alike.