Greenpeace takes aim at Toyota with fresh greenwashing claims
ACCC could end up looking into the environmental claims made in Toyota’s advertisementsToyota has been thrown under the bus by Greenpeace Australia Pacific, which has reportedly asked the Australian government’s consumer watchdog to investigate environmental claims by the world’s biggest car-maker.
According to media industry outlet Mumbrella, Greenpeace believes Toyota is “understating its car emissions and overstating its commitment to clean electric transport” in a move known as ‘greenwashing’.
For those wondering, greenwashing is when an organisation spends more time and money on marketing itself as environmentally friendly than it does on actually minimising its environmental impact.
The calls come just a day after the Australian Competition and Consumer Commission (ACCC) announced it would ask more than 100 businesses suspected of greenwashing to prove their environmental claims following a website sweep of almost 250 businesses around the country late last year.
More than half (57%) of them were found to make concerning environmental claims within their advertising.
“Toyota is Australia’s most trusted car brand, but we have looked into it and we believe they’re not being upfront, so we’re calling it out,” Greenpeace Australia Pacific Electrify campaign director Lindsay Soutar told Mumbrella.
“We’ll continue to do that until they improve their performance.”
Toyota was named as the third most ‘negatively influential global company’ in relation to Paris climate policies by a 2021 InfluenceMap report – behind ExxonMobil and Chevron – and was the only automotive brand in the top five.
This isn’t the first time Greenpeace has gone after the brand. Its East Asia division ranked Toyota last in its Auto Environmental Guide 2022, while Greenpeace Australia Pacific previously released a reported called ‘Under the Hood: The Truth About Toyota’, which alleged consumer trust in the brand’s efforts toward a cleaner future was misplaced.
A key part of Greenpeace’s submission to the ACCC revolves around a recent advertisement for the Toyota Mirai, which is available in limited numbers for companies to lease, claiming the hydrogen fuel-cell vehicle (FCEV) emits less CO2 than a runner.
Toyota is one of a handful of car-makers already producing FCEVs but, despite being an electrified vehicle pioneer, is yet to release a battery-electric model and has faced criticism for its relatively slow EV rollout.
Unsurprisingly, Toyota Australia – which sells more petrol-electric hybrid vehicles than any other auto brand Down Under, but also more diesels – rejected Greenpeace’s claims.
“Toyota has a long track record in helping customers reduce their vehicle emissions, including through the supply of over 315,000 hybrid-electric vehicles and investment in reduced tailpipe emissions vehicles and carbon neutral technologies,” said Toyota Australia in a statement to carsales.
“We are committed to achieving a sustainable future and reject any claims to the contrary.”
Greenpeace’s submission can be read here.
For everything you auto know about EVs, listen to carsales' Watts Under the Bonnet: the electric car podcast
Join the conversation at
Or email us at
Or email us at
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
