Smartwater Mark

Greenwash continues to be a hot topic with G Magazine running an article on Eco Labels You Can Trust in their November/December issue following their June feature story.

The Australian Association of National Advertisers has developed an Environmental Claims Advertising and Marketing Code to help the industry self-regulate.

Consumer association CHOICE launched a campaign last year to raise public awareness of misleading environmental claims known as 'greenwashing'.
According to CHOICE, "Greenwash is deceptive marketing designed to portray a company or product as caring for the environment. CHOICE is campaigning to make sure green claims are honest and useful, because consumers should be able to sort the true green products from the greenwash."

All products and services that carry the Smart Approved WaterMark logo have been assessed by the scheme's indepedent expert panel and have had to demonstrate that they really do save water. Which is why the label is one of six that CHOICE says consumers can rely on.

If you've spotted a misleading environmental claim you can tell CHOICE through their 'Dodgy Green Claims' feedback form.

The CHOICE campaign follows the release in February of a report, Green marketing and the Trade Practices Act, by the Australian Competition and Consumer Commission.