Navigating environmental advertising standards: a guide for New Zealand businesses
As environmental sustainability takes on greater significance, businesses are increasingly under scrutiny when making environmental claims. Consumers are becoming more discerning, and regulators worldwide are tightening their grip on unsubstantiated or misleading claims. To help navigate this evolving landscape, we’ve developed a guide to environmental advertising standards in 23 countries, as well as emerging risk areas.
For those operating in New Zealand, it’s crucial to ensure that any environmental claims made in marketing, product labelling, or communications are backed by credible evidence. Misleading or unsubstantiated claims can damage a company’s reputation and lead to hefty legal penalties. Australia’s main financial services regulator, ASIC, is now securing seven figure penalties for greenwashing.
Our guide delves into the local regulations that businesses need to be aware of, along with practical advice on how to stay compliant.
Avoiding greenwashing: key takeaways
In New Zealand, businesses are prohibited from engaging in misleading or deceptive conduct, or from making unsubstantiated claims. To avoid falling into the trap of greenwashing, we recommend the following steps:
- Substantiate claims: Always have credible evidence on hand to support any environmental claims. This might include third-party certifications, research data, or verified operational improvements.
- Be transparent: Ensure that your claims are clear and easy for consumers to understand. Avoid vague terms like “eco-friendly” or “sustainable” without explaining what makes your product or service fall into those categories.
- Stay updated: The enforcement of environmental advertising rules continues to evolve both locally and globally. New Zealand complainants and regulators are likely to draw on international developments. Keep an eye on updates to ensure your business remains compliant.
By following these guidelines, businesses can not only avoid legal pitfalls but also build stronger relationships with consumers through transparent, truthful advertising.
Global insights with local relevance
We know that it can be challenging for exporters to keep up with developments and the regulatory differences between their destination markets. This global guide covers 23 jurisdictions, including New Zealand’s major export markets, as well as international best practice and guidance.
With 90+ offices in over 40 countries, DLA Piper is uniquely placed to help New Zealand exporters thrive.
Practical steps for New Zealand businesses
We encourage businesses in New Zealand to review their advertising strategies, ensure that claims are consistent across various media channels, and confirm they can communicate their sustainability credentials with confidence.
To request a copy of our Environmental Advertising Claims Guide, click below or get in contact with one of our New Zealand experts, Daniel Street and Emma Moran.
