Download Green Advertising/Marketing Guidelines

Green Advertising/Marketing Guidelines
In the current marketplace, many organisations are clamouring for share of
voice in the area of green marketing.
While it’s important to have a commitment to
sustainability, it’s equally important to ensure that
any green advertising or marketing that you do is
100% accurate.
Tips for Green Advertising and Marketing
>> Ensure you are 100% honest in your claims – There is
more than reputation at stake, after the Australian
Competition and Consumer Commission launched
a crackdown on green claims with the release of its
guidelines, Green Marketing and the Trade Practices Act,
in November 2007. Under the act, the maximum fine is
$1.2 million for companies engaging in misleading and
deceptive conduct.
>> Check and double check your claims – To ensure the
accuracy of your claims, it can be helpful to use a third
party to objectively measure what you are saying.
Research this third party to ensure that they are credible.
>> Collect data – To substantiate your claims and make this
publicly available for example put it up on your website.
>> If unsure, seek legal advice – This is the only way to
ensure the accuracy of your claims.
>> Steer clear of overused phrases – Phrases such as
environmentally friendly, green and CFC-free can be
misleading and open to an individual’s interpretation.
Ensure you research appropriate terminology and
educate your staff to prevent misuse.
>> Avoid ‘green’ imagery – Pictures of leaves, dolphins,
pandas and other ‘green’ imagery has been overused.
For instance, a picture of a dolphin on packaging infers
that the product is dolphin friendly – but are these claims
substantiated? Use clear language as an alternative.
>> Use your website – Sometimes not all the information
you want to convey will fit in a brochure or on a
product. Use your website to promote your commitment
to sustainability.
>> Consider your use of marketing materials – Ensure you
consider carefully printing brochures and flyers – is this
information you could put on your website to minimise
paper use. Also where possible use recycled materials for
printing and only print quantities you require.
>> Promote green-friendly options for consumers – you
may like to consider providing a carbon offset scheme
for your consumers or encourage consumer to use public
transport to reach you or adopt green practices such as
reusing towels in their room.
Useful links
Australian Competition and Consumer Commission –
Link to Green Marketing and the Trade Practices Guide
accc.gov.au/content/index.phtml/itemId/815763
For further information please contact:
Tourism Australia
GPO Box 2721
Sydney NSW 1006
Phone:+61 2 9360 1111
Email: [email protected]
Web: tourism.australia.com