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Green Marketing and the Trade Practices Act

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Environmental claims – your obligations explained

Provided by the Australian Competition & Consumer Commission (ACCC), this guide has been designed to educate businesses about their obligations regarding environmental claims under the Trade Practices Act 1974.

The guide aims to help businesses assess the strength of any environmental claims they make and to improve the accuracy and usefulness to consumers of their labelling, packaging and advertising.

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This document does what it says it does on the label! It gives the technical interpretation of the TPA, and some specific examples of schemes which are well defined and commonly observed (star ratings for energy and water efficiency). Incidentally, the ACCC also have a document about carbon-related claims which is a worthy sister-document to this! Most usefully for a small-medium business without the resources to have an experience marketing dept or consultant on the books, it outlines some checklisted examples. There is also some plain english overarching statements which talk about whether it is 'likely' a claim could mislead - whatever the intent. What it WON'T do is to write marketing copy for you! It just helps put bounds upon your marketing ideas.
Added 14 Sep 2009
 
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5 Stars for each above, yes, this is deserving as it is a must read for any business looking at 'Marketing Green'. The point is to make sure you have proper guidelines and laws covered before stamping something 'Green'. There is a bit to read but make sure you do! I've learnt a few things.
Added 4 Sep 2009
 
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Resource Provider:

Australian Competition and Consumer Commission
Compliance Strategies

The Australian Competition and Consumer Commission is an independent statutory authority. It was formed in 1995 to administer the Trade Practices Act 1974 and other acts.

The ACCC promotes competition and fair trade in the market...

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