Tasmania cannot sell a lie
When I developed the Tasmanian Business and Industry Strategy in the 1990's to transform our failing economy from a dig it up and cut it down "quarry" to one based on our world renowned natural advantages, I emphasised that "Clean and Green" would only be successful, if it was authentic.
You cannot sell a lie and get away with it indefinitely. Protection of the brand is all important in business and it is all important to Tasmania.