It is perhaps an understatement to say that, in Australia, it has become fashionable these days, especially in the last twelve months or so for a whole range of products and materials to be labelled ’environmentally friendly’, ’environmentally safe’ or some other labels or marks which identify them with ’peace’, ’purity’ or what is now generally regarded as ’green’.

However, it does not seem to be generally known that there are legal limits which would land those making certain assertions in hot water, or at any rate, something impure or not quite user-friendly. The purpose of this article is to explore the nature of these ’green’ marketing strategies and analyse them in the context of current Australian legislation.