The end to Greenwash?

Well... Probably not, but the Australian Association of National Advertisers has agreed to proceed with the development and implementation of an Environmental Claims Advertising and Marketing Code to protect consumers from claims of supposed environmental friendliness of sustainability.

"This Code of Practice will provide the necessary guidance to advertisers and marketers to ensure that the claims they are making are accurate and honest, and will serve to increase consumer confidence in environmental claims made in advertising and marketing to the benefit of the environment, consumers and industry"

said Scott McClellan, Chief Executive of the AANA. The code is due to come into affect in 2010, so not long to wait...