On Tuesday, Queensland LNP senator elect Matthew Canavan has written to Australian Competition and Consumer Commission (ACCC) to consider Ben & Jerry's conduct with regard to its advocacy efforts against developments around the Great Barrier Reef.

American ice-cream company has been strongly voicing against dredging and dumping near the reef. In fact, it has been distributing free ice-creams across the nation to raise awareness about the reef.

The act has been criticized by Canavan as well as by the Queensland premier Campbell Newman among others. Canavan said Australia has strict laws to protect consumers against misleading and deceptive behaviour. "These mistruths could cost jobs and development in regional Queensland. Its irresponsible behaviour from a company that should know better", affirmed Canavan.

The ice-cream company has been supporting the World Wildlife Fund's campaign. Newman said the World Wildlife Fund could make such false assertions, but not a company as it has to follow consumer law. Therefore, it cannot make false commitments, which they are making.

A spokesperson for the ACCC said they would look into the matter. But for now they cannot discuss details of the case. Currently, they do not know what decision would be taken as for this they would assess all concerns.

The Queensland government has in fact, asked people to boycott Ben & Jerry's as it has been involved in the campaign. Its environment minister Andrew Powell termed the campaign to be full of lies and deceit.

Reef has become a matter of discussion among environmental and international groups. On Thursday, UNESCO in its report recommended the reef to be considered in the 'world heritage in danger' list.