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US mining giant Alcoa’s greenwashing advertising campaign breaches Ad Standards Australia’s Environmental Code

US mining giant Alcoa’s greenwashing advertising campaign breaches Ad Standards Australia’s Environmental Code

Sep 3, 2025

Ad Standards Australia has upheld a claim that a recent advertising blitz by Alcoa to support its proposed expansion of bauxite mining in Perth’s unique Northern Jarrah Forest breached 80% of the Environmental Code: Sections 1, 2, 3 and 4.

Alcoa reported to Ad Standards Australia for allegedly misleading or deceptive conduct

Alcoa reported to Ad Standards Australia for allegedly misleading or deceptive conduct

Aug 18, 2025

Conservation groups have joined forces to take Alcoa to task over advertising claims around the environmental impacts of its bauxite mining operations in the Northern Jarrah Forest in Perth’s Darling Range on Noongar Country.

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In the media

2024

Fears of another 'forest collapse' event in Western Australia after record dry spell

The big dry: forests and shrublands are dying in parched Western Australia

Anger as 'great browning' spreads along 1,000km of Australian coast

2023

WA Premier meets Alcoa global boss as regulatory screws start turning

Bauxite miner hits out at West Australia's permitting delays

Alcoa JV plunges to loss

Call for Rockingham residents to rally against native forest logging

Alcoa's future mining plans in limbo as EPA weighs up assessment options over water contamination concerns

Alcoa is to be investigated by the Environmental Protection Authority amid Perth drinking-water concerns

Alcoa's mining in WA one step closer to detailed independent review

Aloca's South West mining in regulator's sights following concerns on water, regulation issues

Alcoa set for Environmental Protection Authority scrutiny amid Perth drinking water fears

Welcome to the big smoke: hazy days from WA prescribed burns triple in a decade

Alcoa says no WA job losses as share price plunges 7pc

Alcoa wants to mine WA's jarrah forests for another 21 years. But the hurdles are mounting.

Last year 5 million hectares of land was burnt in WA. So, does prescribed burning work?

'Forest disappearing on its watch:' WA botanist blows whistle on mining rehab 'slip.'

Andrew Hastie backs Dwellingup push against Alcoa mining in jarrah forests

Mining giants Rio Tinto and Alcoa drop plans to explore WA's South West following community pressure

Rio Tinto's withdrawl from exploration a 'big win' for WA's jarrah forests

Alcoa vows to stay out of Dwellingup amid pressure on environmental record

Western Australia's controversial forest burning regime comes under the microscope

7.30 report video: The controversial prescribed burning regime - is it appropriate?

WAFA stands between mining companies and the Northern Jarrah Forests - Soundcloud interview with Jess Beckerling

Scientists say WA government's prescribed burns targets have no scientific basis

Is prescribed burning effective?

Australia warned of 'overmining' risk in race to secure minerals needed for clean energy

Jarrah forest and water supply key to mining approvals: Alcoa boss

Regulator only found out about drinking water 'threat' via Facebook

McGowan to Alcoa: no mining that threaten's Perth's water supply

Study finds why prescribed burned forests in WA became so fire-prone

'Intergenerational risk:' Alcoa's troubled mining could double Perth water bills

New research reveals how forests reduce their own bushfire risk, if they're left alone

Alocoa's failure to rehabilitate Jarrah forest over 60 years of WA bauxite mining 'not appropriate:' Minister

'Disturbing:' Alcoa caught manipulating the public again

Preserving a forest for the trees: Jess Beckerling inducted into the WA Women's Hall of Fame

Watchdog call on Gnagara pines could strike 'killer blow' to cockatoos

Alcoa must stop spinning the facts and start fixing our forests

Alcoa in WA: 60 years, 28,000ha of forest cleared, zero rehabilitation

Alcoa plans riskier mining near Serpentine Dam and massive new exploration

Alcoa pipeline a 'real' chance of leaking toxic chemicals into drinking water dam, says WA environmental regulator

Regulator orders Alcoa to clear out toxic pipeline which runs across drinking water dam

Freinds of Witchcliffe Forest take protests to Augusta-Margaret River Shire, Environment Ministers

Environmental watchdog called on to probe Alcoa's mining of WA forests

Alcoa's bauxite mine expansions near Serpentine Dam referred to WA's Environmental Protection Authority

Alcoa piped toxic water over drinking water dam, and asked for approval afterwards

Alcoa faces two lean years until it expands mining near Serpentine Dam

Video: Independent audit into Alcoa launched

Alcoa's deal with WA a 62-year-old relic from a different time

Stern warning issued to Alcoa mining for water contamination risk

Nothing more than weasel words in Alcoa's response to serious concerns

Alcoa toxic chemical plan an 'unacceptable risk' to WA water supply

Rio Tinto's Jarrah forest foray stirs turf war with Alcoa, South32

WA warns Alcoa over threat to drinking water

Perth drinking water at risk from alarming Alcoa mining practices

Video - concern over Perth's drinking water supply

Experts break down health risk of Alcoa mining threat

Jess Beckerling talks with Nadia Mitsopoulos on Perth radio

Will Ministers stand by Alcoa or experts after bombshell revelations?

Alcoa was warned for years about Perth water threats, so why is out biggest dam at risk?

Alcoa's bauxite mining threatens Perth's drinking water

Protests mount over tree felling slated for Witchcliffe Forest Estate

Local farmer pens letter to Premier over risks of prescribed burns near National Park

Jarrah forests get small reprieve after Alcoa drops bauxite export plan

Alcoa wears $240 mining approval delay to keep 'critical' WA on side

Cockatoos in crisis: new film a 'circuit breaker' to save endangered birds

2022

Scrapped Perth-Peel development plan puts 170,000ha of urban bush in limbo

Black Cockatoo Crisis: documetary by former journalist Jane Hammond explores endangered West Australian birds

Red-tailed carpet rolled out for Black cockatoo film premiere

Last-ditch bid to stop Gnangara pine removal and save black cockatoos

‘Tree thinning’ or stealth-logging? Fight for WA forests far from over

Activists meet with Minister for Forestry to Save the Black Cockatoos

How the decades-long fight to save WA's old growth forests was finally won

Ending Native Forest Logging in Western Australia

Jess Beckerling on ABC's Country Hour talking on WA State Government's thinning announcement

2021

They fought, they persisted, they won. Now they party

Time for some good news – an end to logging native forests

How the fight to save WA’s native forests was finally won

Logging of WA's native forests will be banned from 2024 under new McGowan Government plan.

Native logging to end in Western Australia

Logging of WA native forests to be banned under state budget plan unveiled by Mark McGowan

Mark McGowan announces historic end of logging in WA

WA puts an end to native forest logging

Economists welcome end of native forest logging in WA

Native forest logging in WA faces the chop with 2024 ban

State Government’s end to native forest logging a painful blow to timber businesses

Logging of native forests to be banned in WA from the end of 2023

The McGowan Government has moved to ban native forest logging in WA by the end of 2023.

Native Forest Logging Ban Fallout

Western Australia to ban native forest logging from 2024 in move that blindsides industry

State Government protection for native forests leafs logging industry stunned

Native forest logging in WA faces the chop with 2024 ban

Grey-Green Revolution

Tour Highlights What's at Stake for WA's Jarrah

Survey seeks views on native forest logging in the South West

WA honey industry calls for end to native forest logging

For the first time you can have your say on logging of forests in the South West

Minister opens conversation about future of South West forests

First Margaret River Fire and Biodiversity Forum

Western Australians to have their say on future of native South West forests

Logging protest: Hundreds march on parliament with massive anti-logging petition

Nannas conduct a "citizen's inspection" inside the yards of Simcoa Operations, just north of Bunbury.

2020

Forests Lost in Policy

Nanna Protest Power!

Comedian Ben Elton has lent his voice in protest of logging in the state's South West

Celebrities, politicians and locals have united in Margaret River, to protest over native logging, in the state's South West

Margaret River Forest Rally 2020

Understorey: Forests For Life 1 (Podcast)

Protestors halt logging

Helms Forest near Nannup to be logged

WA Forest Alliance raises concerns over Alcoa's Dwellingup expansion proposal

How conserving WA’s forests can protect both our livelihoods and the climate: Q&A with Jess Beckerling from Forests for Life

How the decades-long fight to save WA's old growth forests was finally won

Ending Native Forest Logging in Western Australia

Jess Beckerling on ABC's Country Hour talking on WA State Government's thinning announcement

2021

They fought, they persisted, they won. Now they party

Time for some good news – an end to logging native forests

How the fight to save WA’s native forests was finally won

Logging of WA's native forests will be banned from 2024 under new McGowan Government plan.

Native logging to end in Western Australia

Logging of WA native forests to be banned under state budget plan unveiled by Mark McGowan

Mark McGowan announces historic end of logging in WA

WA puts an end to native forest logging

Economists welcome end of native forest logging in WA

Native forest logging in WA faces the chop with 2024 ban

State Government’s end to native forest logging a painful blow to timber businesses

Logging of native forests to be banned in WA from the end of 2023

The McGowan Government has moved to ban native forest logging in WA by the end of 2023.

Native Forest Logging Ban Fallout

Native forest logging in WA faces the chop with 2024 ban

State Government protection for native forests leafs logging industry stunned

Western Australia to ban native forest logging from 2024 in move that blindsides industry

Survey seeks views on native forest logging in the South West

WA honey industry calls for end to native forest logging

For the first time you can have your say on logging of forests in the South West

Minister opens conversation about future of South West forests

First Margaret River Fire and Biodiversity Forum

Western Australians to have their say on future of native South West forests

Logging protest: Hundreds march on parliament with massive anti-logging petition

Nannas conduct a "citizen's inspection" inside the yards of Simcoa Operations, just north of Bunbury.

2020

Forests Lost in Policy

Nanna Protest Power!

Comedian Ben Elton has lent his voice in protest of logging in the state's South West

Celebrities, politicians and locals have united in Margaret River, to protest over native logging, in the state's South West

Margaret River Forest Rally 2020

Understorey: Forests For Life 1 (Podcast)

Protestors halt logging

Helms Forest near Nannup to be logged

WA Forest Alliance raises concerns over Alcoa's Dwellingup expansion proposal

How conserving WA’s forests can protect both our livelihoods and the climate: Q&A with Jess Beckerling from Forests for Life