Australian Companies Fined for Misleading Consumers on Ocean Plastic

SevenC's Admin
Oct 15
3 min read

For the Lazies - A 30-Second Summary

Several Australian brands have faced fines for making misleading environmental claims about using ocean plastic in their products. The Australian Competition and Consumer Commission (ACCC) found that these companies exaggerated or falsely claimed their products were made from recycled marine debris. This crackdown highlights the importance of truthful sustainability messaging and reminds both businesses and consumers to verify green claims especially as the demand for recycled materials like rPET grows across Australia.

Why Greenwashing Is a Growing Concern

As sustainability becomes a key consumer priority many companies are eager to promote their environmental credentials. But when claims aren’t backed by facts it’s called greenwashing. The ACCC has intensified its scrutiny of companies that mislead the public by making vague or unverified claims especially those related to recycled or ocean-bound plastic.

Misleading claims not only damage consumer trust but also undermine genuine efforts by companies like SevenC’s that are committed to real sustainable outcomes. Inaccurate information harms progress toward Australia’s recycling targets.

Recent Fines for Misleading Ocean Plastic Claims

In 2024 several well-known Australian brands were penalised for suggesting that their products were made from plastic sourced directly from the ocean when in fact the materials were collected from coastal regions before reaching the water or were not marine-related at all.

The ACCC clarified that terms like “ocean plastic” must be used carefully and supported by verifiable supply chain evidence. One case involved a brand that claimed its packaging was made from “100% ocean plastic” when only a fraction of the material was recovered from marine environments.

The Impact on Consumer Trust and Sustainability

These cases serve as a wake-up call for brands using sustainability as a marketing tool. Consumers increasingly expect transparency and accountability. Misinformation erodes trust and could lead to backlash that affects long-term brand loyalty.

In contrast brands that can clearly document their use of recycled materials including ocean-bound or post-consumer plastics are gaining trust and attracting conscious buyers. Honesty in messaging supports broader environmental goals and ensures genuine progress.

What This Means for the Future of rPET and Recycling in Australia

The demand for rPET (recycled polyethylene terephthalate) continues to grow across Australia especially in fashion packaging and textiles. As more companies turn to rPET accurate labelling and supply chain transparency will become even more important.

With SevenC’s Recycling launching in WA in 2026 local businesses will gain access to a trusted source of mechanically recycled polyester. This domestic option could help reduce the risk of supply chain misinformation and support local circular economy initiatives.

How Brands Can Avoid Greenwashing

Only make claims that can be verified with documentation
Use clear terms like “recycled PET from coastal areas” instead of vague phrases
Stay up to date with guidelines from the ACCC and Australian Sustainability Frameworks
Work with accredited recycling partners for full transparency

Green marketing done right can be a powerful tool. But honesty and proof must come first.