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.

Business-level claims need internationally recognised methodology substantiation — vague brand claims effectively barred.

The cited source is recorded in the assessment.

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