Regulating Green Marketing The ACCC Perspective Patrick Crouche  Director, Enforcement, Victoria Australian Competition & ...
Overview <ul><li>The role of the ACCC </li></ul><ul><li>The spread of green marketing  </li></ul><ul><li>Trade Practices A...
The role of the ACCC <ul><li>ACCC enforces and ensures compliance with the TPA </li></ul><ul><li>TPA applies to all forms ...
The spread of green marketing <ul><li>Green marketing becoming more common </li></ul><ul><li>Demands increased vigilance b...
Sliding scale of concern
Relevant TPA Provisions <ul><li>S52: Misleading and deceptive conduct </li></ul><ul><li>S53: Misrepresentations  </li></ul...
Australian Consumer Law (ACL) <ul><li>Reform of Australia’s consumer protection laws </li></ul><ul><li>Enforcement/investi...
Recent ACCC action: Enforcement <ul><li>SeNevens International  – Dec 2008 and Mar 2009 </li></ul><ul><li>Prime Carbon Pty...
Other activity <ul><li>Biodegradable plastic bags – news for business  published 19 January 2010 </li></ul><ul><li>Interna...
<ul><li>Environmental claims </li></ul><ul><li>Must be accurate and able to be substantiated </li></ul><ul><li>Should be s...
More information… <ul><li>www.accc.gov.au </li></ul><ul><li>1300 302 502 </li></ul>
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Patrick Crouche - Regulating Green Marketing, 2 Years On - Presentation from the National Green Brands Forum

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Patrick Crouche, Director, Enforcement ACCC (VIC) presents on ACCC greenwash guidelines and the steps that a brand needs to take in order to authentically communicate green claims.

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Patrick Crouche - Regulating Green Marketing, 2 Years On - Presentation from the National Green Brands Forum

  1. 1. Regulating Green Marketing The ACCC Perspective Patrick Crouche Director, Enforcement, Victoria Australian Competition & Consumer Commission (ACCC) 17 June 2010
  2. 2. Overview <ul><li>The role of the ACCC </li></ul><ul><li>The spread of green marketing </li></ul><ul><li>Trade Practices Act (TPA)– key provisions </li></ul><ul><li>Reforms to the TPA </li></ul><ul><li>Recent ACCC enforcement action </li></ul><ul><li>Other recent action by the ACCC </li></ul><ul><li>Summary of key messages </li></ul>
  3. 3. The role of the ACCC <ul><li>ACCC enforces and ensures compliance with the TPA </li></ul><ul><li>TPA applies to all forms of marketing, including packaging, labelling and advertising. </li></ul><ul><li>Green claims to be accurate and should be able to be substantiated . </li></ul>
  4. 4. The spread of green marketing <ul><li>Green marketing becoming more common </li></ul><ul><li>Demands increased vigilance by regulator and by business </li></ul><ul><li>Green must BE Green! </li></ul>
  5. 5. Sliding scale of concern
  6. 6. Relevant TPA Provisions <ul><li>S52: Misleading and deceptive conduct </li></ul><ul><li>S53: Misrepresentations </li></ul><ul><ul><li>Standard, quality, value, grade or composition </li></ul></ul><ul><ul><li>Sponsorship, approval or benefits </li></ul></ul><ul><li>s51A – future matters </li></ul><ul><li>s55 – nature, manufacturing process, characteristics, suitability for purpose or quantity of any goods or services </li></ul>
  7. 7. Australian Consumer Law (ACL) <ul><li>Reform of Australia’s consumer protection laws </li></ul><ul><li>Enforcement/investigation powers </li></ul><ul><ul><ul><ul><li>substantiation notices </li></ul></ul></ul></ul><ul><ul><ul><ul><li>infringement notice penalties </li></ul></ul></ul></ul><ul><ul><ul><ul><li>public warning notices </li></ul></ul></ul></ul>
  8. 8. Recent ACCC action: Enforcement <ul><li>SeNevens International – Dec 2008 and Mar 2009 </li></ul><ul><li>Prime Carbon Pty Ltd – Mar 2010 </li></ul><ul><li>Global Green Plan Ltd – Jan 2010 </li></ul>
  9. 9. Other activity <ul><li>Biodegradable plastic bags – news for business published 19 January 2010 </li></ul><ul><li>International </li></ul><ul><li>Ongoing Liaison </li></ul>
  10. 10. <ul><li>Environmental claims </li></ul><ul><li>Must be accurate and able to be substantiated </li></ul><ul><li>Should be specific, not unqualified and/or generic statements </li></ul><ul><li>Should only be made for a real benefit </li></ul><ul><li>Must not overstate a benefit </li></ul><ul><li>Should clarify whether claimed benefits refer to packaging or content </li></ul><ul><li>Endorsement or certification should be used with caution </li></ul>Key Messages
  11. 11. More information… <ul><li>www.accc.gov.au </li></ul><ul><li>1300 302 502 </li></ul>

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