Climate-conscious brand

Generic environmental claims without demonstrated recognised excellent performance are prohibited from 27 Sep 2026; must specify the concrete attribute.

Vague brand-level claims fail the 'meaningful, specific' test; ASA enforcement.

Unqualified general-benefit claims presumptively deceptive; narrow qualification required.

Product-level claims need an adequate and proper testCloseDictionary termAdequate and proper testProduct-level environmental benefit claim requires testing **before** the claim; test must fit the claim's representationRead the full definition →; business/activity-level claims need substantiationCloseDictionary termSubstantiationThe documented body of relevant, reliable and current evidence that supports the exact wording, scope, comparison and overall impression of a claim before and while it is communicated.Read the full definition → (the internationally recognised methodology requirement was repealed); reverse onus remains; private Tribunal access for business-level claims was removed.

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Generic brand claims are an ACCC priority; specific evidence required.