Ads from mining giant Alcoa praising its forest rehabilitation that were published in the state’s daily newspaper have been deemed “inaccurate and likely to mislead or deceive target customers” by the advertising watchdog.

The bauxite miner has cleared 280 square kilometres of the northern jarrah forest as part of its operations, which have been running in Western Australia for more than 60 years.

An area of jarrah forest near Nanga Brook photographed in March 2023, which was classified by Alcoa as rehabilitated. Inset: Alcoa’s recent ad which was the subject of an Ad Standards Authority complaint. Credit: WAtoday

The US-owned company launched a public relations blitz in 2023, following a series of investigative articles by this masthead detailing how it had not completed rehabilit

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