Building Brand Trust: Ethical Marketing and Green Claims Under the ACCC

Australians now expect brands to place sustainability at the core of their messaging. However, as more companies lean into green claims, regulatory scrutiny has risen sharply. The Australian Competition and Consumer Commission (ACCC) has intensified its approach to policing environmental statements, particularly focusing on greenwashing Australia. Businesses must tread carefully, understanding the legal landscape and the expectations that shape sustainability marketing. An ethical approach is not just a legal requirement but a proven way to enhance brand trust and long-term customer loyalty.