Truthful and Factual Presentation is key. Environmental Claims in Advertising or Marketing Communications:

i. shall not be misleading or deceptive or be likely to mislead or deceive.

ii. must not be vague, ambiguous or unbalanced.

iii. must display any disclaimers or important limitations and qualifications prominently, in clear, plain and specific language.

iv. must be supported by evidence that is current and reflects legislative, scientific and technological developments.

v. that make any claim relating to future matters or commitments must be based on reasonable grounds.

vi. must not lead the consumer to conclude a business has voluntarily adopted an environmental practice if that practice has been legally mandated.

vii. must not imply a product or service is endorsed or certified by another organisation when it is not.

viii. must represent the attributes or extent of the environmental benefits or limitations as they relate to a particular aspect of a product or service in a manner that can be clearly understood by the consumer. Relevant information should be presented together.

ix. must reflect the level of scientific or authoritative acceptance of matters relating to any claim; claims should not imply wide acceptance if this is not the case. Where evidence is inconclusive this should be reflected in the Advertising or Marketing Communication.

x. that use scientific terminology, technical language or statistics must do so in a way that is appropriate, clearly communicated and able to be readily understood by the audience to whom it is directed. Publication of research results must identify the researcher and source reference unless there is an obligation of confidence or compelling commercial reason not to do so.

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