The End Forest Mining (EFM) alliance has called an agreement reached with the Australian Government and US mining giant Alcoa to pay $55 million to “remediate historical land clearing” without approval as “a slap on the wrist”. 

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. 

This landmark decision confirms Aloca’s failings in its recent advertisements in the West Australian Newspaper to: ‘tell the truth, make evidence-based claims, be clear and not vague & provide genuine benefit to the community’.