Alcoa Claimed It Was ‘Here with the Facts’ on WA Jarrah Forest Rehabilitation. The Ads Watchdog Ruled Otherwise

Mining giant’s rehabilitation deemed ‘untruthful’

Alcoa has blamed different ‘interpretations’ of mine rehabilitation standards for a slapdown from the the national advertising watchdog.

Alcoa claimed it was ‘here with the facts’ on WA jarrah forest rehabilitation. The ads watchdog ruled otherwise

The US mining giant launched an advertising blitz after it was revealed it had not completed rehabilitation on a single hectare of the 280 square kilometres it has cleared over the decades.

Watchdog rules Alcoa claims about jarrah forest rehabilitation not true

US aluminium giant Alcoa made inaccurate or misleading claims in an advertisement about its rehabilitation of the forests it mines in, Australia's advertising watchdog finds.

Mining giant broke environmental Ad Standards rules

Ad Standards has upheld a complaint made against mining giant Alcoa for breaching four sections of the recently introduced Environmental Claims Code.A print ad in a May edition of the West Australian newspaper outlined “the facts” of how Jarrah Forest in WA’s south-west region can “recover after mining”. The region is one of the world’s […]

Alcoa lied about jarrah forest rehabilitation: ad watchdog

The Ad Standards decision has demolished a key plank of the US miner's expensive campaign to win public support for expanded mining in WA.