The Australian Competition and Consumer Commission (ACCC) has reaffirmed its commitment to tackling misleading sustainability claims, naming greenwashing enforcement a top priority in its 2025-26 Compliance and Enforcement Priorities Update. With consumers and regulators demanding greater transparency, ensuring environmental claims are credible, evidence-based, and independently verified is now essential for businesses in the furniture sector.
The Australian Furnishing Industry Stewardship Council agrees that for furniture manufacturers and suppliers, sustainability messaging must go beyond marketing buzzwords and be backed by robust, third-party verification. The good news is that solutions are available. GECA offers two trusted pathways to help businesses mitigate greenwashing risks and build consumer confidence:
- GECA’s Furniture, Fittings, Foam & Mattresses standard – A lifecycle ecolabel certification, following ISO 14024 principles, that ensures furniture products meet rigorous, science-based, and transparent environmental, health, quality, and social impact criteria.
- GECA’s Claims Authentication service – An independent review of single-issue sustainability claims, verifying their accuracy and compliance with ISO 14021.
Why this matters to furniture businesses & procurement teams:
- Regulators are cracking down – Misleading sustainability claims can result in fines, legal action, and reputational damage.
- Third-party certification and claims authentication safeguard businesses, giving consumers and procurement teams confidence in their sustainability efforts.
- Procurement teams can confidently specify GECA certified furniture, knowing it aligns with regulatory expectations, industry best practices, and sustainability frameworks. Certified products can also contribute toward achieving Green Star credit points.
With sustainability playing an increasingly critical role in purchasing decisions, furniture manufacturers that embrace independent certification will stand out as credible, responsible suppliers.
According to Australian Furniture Association member Koskela, a GECA licensee since 2018, “It’s really important to us that we have independent certification about the environmental credentials of our products. It’s meaningful to us and to many of our clients.”
Stay tuned for future updates on the evolving relationship between AFA/AFISC and GECA, along with potential member benefits from this partnership.
Is your organisation prepared for heightened scrutiny on sustainability claims? Stay tuned for ways in which GECA and the AFA will be working together for the benefit of the furniture industry. Contact Michelle at care@afisc.eco now.
*Courtesy of GECA