Made In Australia Logo: How To Use It Legally

Australian customers love to buy local, and the green-and-gold kangaroo is a powerful way to show it. But before you add a “Made in Australia” logo or an “Australian Grown” symbol to your packaging or website, it’s important to understand what those marks actually mean, who owns them, and the legal rules that apply to country of origin claims.

In this guide, we’ll walk through when you can use the Australian Made or Australian Grown logos, how the licensing process works, and how the Australian Consumer Law treats “made in”, “grown in” and “product of” claims. We’ll also share practical labelling tips and the key legal documents that help you stay compliant as you scale.

What Is The “Made In Australia” Logo And Who Owns It?

When people say “Made in Australia logo,” they’re typically referring to the Australian Made, Australian Grown (AMAG) kangaroo logo. It’s a certification trade mark that helps consumers identify goods that meet specific Australian origin criteria.

The logo variants include the “Australian Made” label, the “Australian Grown” logo, and options like “Product of Australia.” Each variant has its own eligibility rules tied to how your product is produced, processed and sourced.

Importantly, the logo isn’t public domain. You need a licence to use it, and you must stick to strict usage rules (such as approved artwork and placement guidelines). Using it without a licence-or using the wrong variant-can expose your business to enforcement action and consumer law risk.

Can My Business Use The Australian Made Or Australian Grown Logos?

Maybe-but only if you meet the criteria and obtain a licence. Think of the logo as a stamp that certifies a country-of-origin claim. If your products don’t meet the criteria, you can’t use that stamp (even if you’re an Australian business and most of your work happens here).

Common logo variants and what they mean

• Australian Made label: Generally for products that are substantially transformed in Australia and at least 50% of production costs are incurred here.
• Australian Grown logo: For products where all significant ingredients are grown in Australia and all-or virtually all-processes are done here. This is common in agriculture and food categories.
• Product of Australia logo: Typically the most stringent claim. It usually requires that all significant ingredients are Australian and all-or virtually all-processing occurs here.

The exact tests are technical, and some categories (e.g. food versus non-food) can have different criteria or evidence requirements. If you’re close to the line, it’s smart to map your supply chain and production costs carefully before applying for a licence.

Even if you choose not to license the logo, you may still make truthful “made in”, “grown in” or “product of” claims-provided you have a reasonable basis and keep solid evidence. The logo simply adds certified credibility to those claims, which can boost customer trust.

How Do Country Of Origin Claims Work Under The ACL?

Any country-of-origin statement-whether you use the kangaroo logo or your own words-must comply with the Australian Consumer Law (ACL). The ACL prohibits misleading or deceptive conduct (see section 18) and false or misleading representations about goods, including their place of origin (see section 29).

In practice, that means you need to ensure your label or claim matches reality and that you can substantiate it with evidence. If challenged, you should be able to show documents that back up the origin claim-such as supplier declarations, bills of materials, manufacturing invoices, and production records.

A useful way to think about ACL risk is: could the average customer be misled by your wording, design, or placement? If there’s a real chance of confusion, you’re better off tightening the claim or clarifying it to avoid any suggestion of misleading or deceptive conduct. For a deeper primer on how regulators and courts consider conduct, read about the elements of misleading or deceptive conduct.

“Made in”, “Grown in”, and “Product of” aren’t interchangeable

• Made in Australia focuses on substantial transformation and production costs incurred in Australia.
• Grown in Australia turns on where the ingredients or components are grown (particularly relevant to food, agriculture, and botanicals).
• Product of Australia usually requires the strictest nexus to Australian ingredients and processing.

These phrases communicate different things to customers. Only use the version that fits your product and your evidence. If your components come from mixed sources, consider whether a more limited claim-such as “Designed in Australia”-is more accurate for your brand story.

Step-By-Step: Getting Licensed To Use The Australian Made Logo

While the licensing process is straightforward, the groundwork is where most of the effort lies. Here’s the practical path most small businesses follow.

1) Map your supply chain and product costs

Start by documenting where your inputs come from, where each production step occurs, and what proportion of costs are incurred in Australia versus overseas. This makes it much easier to determine which logo (if any) you qualify for.

2) Choose the correct logo variant

Match your profile against the criteria for “Australian Made,” “Australian Grown,” or “Product of Australia.” If you manage a product range with different sourcing profiles, you might qualify for different variants across SKUs. Be prepared to license and artwork them accordingly.

3) Gather evidence and prepare to substantiate

Collect the documents that show you meet the criteria-supplier declarations, purchase orders, bills of materials, manufacturing orders, and shipping documents. If you outsource production stages, strong contracts help you verify (and enforce) origin assurances-consider using a Manufacturing Agreement and a robust Supply Agreement so your suppliers are contractually bound to provide accurate information and comply with your standards.

4) Apply for a licence and follow brand rules

Submit your application with the required details about your product and processes. Once licensed, use the official logo files and follow the brand guidelines (colour, scale, placement, and descriptor wording). Keep your internal records up to date in case you are audited or asked to demonstrate compliance.

5) Monitor changes and re-assess regularly

Sourcing and costs can evolve-especially as your business grows. If your inputs, processing location, or cost breakdowns change, re-check your eligibility and update your licence details or artwork where needed. A periodic review (for example, quarterly or with any major supplier change) can save you from accidental non-compliance.

Practical Labelling And Marketing Tips For Small Businesses

You don’t need to be a large manufacturer to get your country-of-origin strategy right. A few disciplined practices will help you achieve compliance and communicate confidently with your customers.

Be precise with wording

Avoid vague or sweeping origin statements. If your product is assembled here but uses imported materials, “Made in Australia” might fit-but “Product of Australia” likely won’t. If you’re not making an origin claim, don’t use imagery or layout choices that imply one.

Align packaging, website and socials

Make sure your packaging, product pages, and marketing posts match. If you use a logo on the box, ensure the same variant and wording appears online. Your online store should also be supported by clear policies-your Website Terms and Conditions and your Privacy Policy are core to a compliant ecommerce presence.

Keep an evidence file

Create a central folder (digital is fine) with supplier declarations, invoices, and product costings that support your claim. If you’re ever asked to substantiate, you’ll be ready-this also helps internal QA as your range expands.

Plan for product ranges with mixed origin

Many brands grow into multi-SKU lines with different sourcing realities. Build a labelling matrix early: which SKUs carry which claim, which ones carry the certified logo, and which should make no origin claim. Train your marketing and ops teams to follow it.

Watch your promotional copy

Origin claims can appear in taglines and campaign text, not just on labels. If you’re referencing price or value together with origin, make sure the overall impression isn’t misleading. If you compare offers or promotions, review your wording against your obligations under pricing and advertising rules-Sprintlaw’s overview of advertised price laws is a helpful reminder to keep the full customer journey accurate and transparent.

Protect your own brand assets

In parallel with using the certified logo correctly, protect the distinctive parts of your brand. If you have a unique logo or name, consider whether to register your trade mark so competitors can’t piggyback on your goodwill.

What Legal Documents Will Help You Stay Compliant?

You don’t need a tower of paperwork, but a few targeted documents make compliance and growth much simpler-especially when suppliers, manufacturers and online sales are involved.

• Manufacturing Agreement: Sets quality standards, audit rights, and origin assurances with any third-party manufacturer, which supports your eligibility and substantiation. Consider Sprintlaw’s tailored Manufacturing Agreement.
• Supply Agreement: Locks in product specs, traceability obligations, and change-notification requirements with raw material or component suppliers, helping you maintain accurate records and respond to changes. See a standard Supply Agreement.
• Website Terms and Conditions: Clarifies your online sales terms, returns and acceptable use, and should align with your product claims. You can implement comprehensive Website Terms and Conditions for your store.
• Privacy Policy: Required if you collect personal information online (which most ecommerce businesses do), and a best practice for transparency. Ensure your Privacy Policy matches your data flows and marketing tools.
• Internal Labelling SOP: A short, practical standard operating procedure for your team covering how to select claims, artwork sign-off, and record-keeping. This doesn’t need to be complex-one page can save many headaches.

If you’re unsure which documents are right for your risk profile or growth plans, it’s worthwhile to speak with a Consumer Law specialist for tailored guidance.

Key Takeaways

• The “Made in Australia” symbol is a licensed certification trade mark with specific criteria-using it requires a licence and the correct variant.
• Country-of-origin statements must comply with the ACL; be ready to substantiate your claims and avoid wording or designs that could mislead customers.
• Map your supply chain, choose the right claim (“Made in,” “Grown in,” or “Product of”), gather evidence, and keep your records current as your products evolve.
• Align packaging, online listings and marketing copy so your origin messaging is consistent wherever customers see it.
• Back up your compliance with the right contracts and policies-a clear Manufacturing Agreement, Supply Agreement, Website Terms and Conditions and a Privacy Policy will strengthen your position.
• Protect your own brand in parallel-consider registering your trade mark and building an internal labelling SOP to keep your team on the same page.

If you’d like a consultation on using the Australian Made or Australian Grown logos and getting your labelling and contracts set up correctly, you can reach us at 1800 730 617 or team@sprintlaw.com.au for a free, no-obligations chat.