03/09/2025
Ad Standards Australia has found that Aluminium giant Alcoa misled the public through an advertisement earlier this year.
The environmental Defenders Office (edo.org.au) lodged a complaint with regulators on behalf of the West Australian Forest Alliance, Conservation Council of Western Australia, and the Wilderness Society in July and August.
Alcoa claimed it had rehabilitated forests it cleared for bauxite mining, but the regulator found “…the overall impression created by the advertisement was inaccurate and likely to mislead or deceive target consumers.”
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Alcoa has cleared more than 28,000ha of forests in Western Australia for mining and associated works and has applied for approval to clear a further 11,500ha, including significant sections of northern jarrah forest.
Ad Standards found Alcoa’s advertisements breached four of the five standards contained within its Environmental Code. Our clients’ complaint to ASIC is still being assessed.
The Wilderness Society spokesperson Jenita Enevoldsen said: “We believe this intensive advertising campaign of misrepresentation attempted to drown-out the voices of experts about the bleak reality of Alcoa’s mining practices in the northern jarrah forest."