Date published: 27 January 2026 | Author: Nina Rossi

We’ve all heard of green washing — making claims about a product’s eco-friendliness that don’t stack up. But two newer practices are now attracting attention under Australian consumer law: AI washing and cyber washing. Both can expose businesses to claims of misleading and deceptive conduct.

AI washing happens when businesses misrepresent their use of artificial intelligence. For example, promoting a chatbot as “AI-powered” when it only uses keyword matching, or presenting manual processes as automated AI systems. Failing to disclose the role of AI or overstating its capabilities can mislead customers and erode trust.

Cyber washing involves overstating your cyber security expertise or systems. This might include claiming strong data protection measures when they aren’t properly implemented, or glossing over vulnerabilities that could lead to privacy breaches. If your marketing doesn’t match reality, you may face compliance risks and reputational harm.

What should you check?

• Review how you describe AI use in your business.
• Ensure your cyber security claims reflect actual practices.
• Consider whether your marketing could be seen as misleading under consumer law.

Taking time to align your messaging with your operations can help avoid costly disputes and protect your brand.

You’re in control when you understand your legal position. Contact Rossi Law today to get the clarity and advice you need to move forward.

Legal Disclaimer: This blog is based on a video recorded by Rossi Law. It was first drafted with AI-assistance and reviewed by Rossi Law before publication. It provides general information only and is not legal advice. Please seek advice for your specific situation.