The ACCC has launched two internet sweeps to identify misleading environmental and sustainability marketing claims and fake or misleading online business reviews.

Greenwashing Sweep

At least 200 company websites will be reviewed in the sweep for misleading environmental claims across a range of targeted sectors, including food and drink packaging.

“As consumers become increasingly interested in purchasing sustainable products, there are growing concerns that some businesses are falsely promoting their environmental or green credentials. Misleading claims about products or services undermine consumer trust and confidence in the market,” ACCC Deputy Chair Delia Rickard said.

“In looking at claims we are concerned about what the ordinary consumer will understand the claim to mean. The ACCC won’t hesitate to take enforcement action where we see that consumers are being misled or deceived by green claims,” she said.

Misleading testimonials

At the same time, the ACCC will conduct a separate internet sweep targeting fake or misleading online reviews and testimonials. This will be the first of a series of smaller-scale sweeps focusing on deceptive practices in the digital marketplace. The sweep will target misleading reviews posted to business’ websites, Facebook pages and third-party review platforms.

Misleading advertising by influencers on social media will be considered in a second sweep, which will focus on identifying posts that fail to clearly disclose advertising or sponsorship.

“Unfortunately, consumers are facing an ever-increasing range of manipulative marketing techniques designed to exploit or pressure them, due in part to the huge number of online information sources available. Consumers often rely on reviews and testimonials when making purchases, but misleading reviews can be harmful,” Ms Rickard said.

“Businesses can also be significantly impacted, particularly by negative reviews at the hands of competitors or third-party professional reviewers acting on behalf of a business. Review manipulation of any kind can impact a business’ star or numeric rating, leading to an overall misleading impression of the business.”

At least 100 businesses will be reviewed in this initial sweep, targeting areas in which consumers most commonly rely on reviews, including food and restaurants.

The ACCC will publish the findings of the sweeps once they are collated and analysed.

ABAC

Alcohol manufacturers are encouraged to complete ABAC's Online Training course and check ABAC's content marketing checklist, particularly when it comes to engaging the services of influencers.

The online training course explores:

  • the ABAC quasi-regulatory system;
  • the standards for responsible marketing and packaging of alcohol in Australia;
  • how the ABAC Adjudication Panel applies those standards; and
  • how to use the ABAC pre-vetting service to check that proposed alcohol marketing and packaging meets the ABAC standards.

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