Advertising Standards Bureau - Review of Operations 2013 | Page 93

AANA Environmental
Claims Code
This Code has been adopted by the
AANA as part of advertising and
marketing self‑regulation.
The object of this code is to ensure that
advertisers and marketers develop
and maintain rigorous standards
when making Environmental Claims
in Advertising and Marketing
Communications and to increase
consumer confidence to the benefit
of the environment, consumers
and industry.
Providing clear, straightforward,
environmental information, as
outlined in this code, has benefits
for consumers and business alike.
By providing information about
the environmental impacts and
qualities of products and services,
environmental claims (sometimes
called ‘green’ claims) help consumers
make informed buying choices. They
also help raise awareness of the issues,
enhance consumer understanding
and improve product standards
overall. At the same time businesses
can enhance their credentials and
demonstrate to the community at large
their willingness to be accountable for
upholding these standards.

Review of Operations 2013

Principles
AANA supports the following principles for
environmental claims.
Claims should be:
•

T
ruthful and factual

•

R
elevant to the product or service and its
actual environmental impacts, [