Australian Marine Conservation Society
An independent Australian environmental charity dedicated exclusively to protecting marine ecosystems, ocean wildlife and coastal habitats.
Last updated August 25, 2026
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Overview
The Australian Marine Conservation Society (AMCS) is an Australian environmental not-for-profit organisation focused on protecting the health and vitality of the country’s coasts and oceans. It describes itself as Australia’s only national charity dedicated exclusively to ocean wildlife and marine habitats, and operates as an independent charity rather than as a government agency, commercial company or subsidiary of a larger corporate group. The organisation began in 1965 as the Queensland Littoral Society. Its early work included opposing a proposal to mine limestone on the Great Barrier Reef and helping build public and political opposition to mining and oil exploration in reef areas. It later adopted the name Australian Littoral Society before becoming the Australian Marine Conservation Society in 1995, reflecting a broader national mandate and a clearer focus on marine conservation. AMCS works across several related policy and campaigning areas. These include advocating for large marine national parks and marine sanctuaries, promoting sustainable fisheries, protecting threatened marine animals such as sharks, seals and whales, and opposing inappropriate coastal and offshore development. Its work combines public campaigning, policy advocacy, conservation communications and collaboration with other environmental organisations, researchers, tourism operators and affected communities. Protection of the Great Barrier Reef has been a central part of the organisation’s identity. The society has campaigned against industrialisation, port development, coral mining and waste disposal, while more recent work has concentrated on climate change, coral bleaching and declining water quality. AMCS has also supported stronger Queensland controls on sediment, fertiliser and chemical pollution entering reef waters. It reported working toward tighter water-pollution laws in 2019; new Queensland regulations took effect in December of that year. Whale conservation is another longstanding priority. AMCS has participated in international anti-whaling advocacy since the 1970s and worked with other non-governmental organisations through the International Whaling Commission. Its advocacy formed part of the broader campaign that supported the International Whaling Commission’s 1982 decision to suspend commercial whaling, with the moratorium taking effect in 1985. The organisation subsequently supported Australia’s legal challenge to Japan’s Antarctic whaling programme. In March 2014, the International Court of Justice ruled that Japan’s programme did not comply with international law and ordered that it cease. The organisation continues to campaign on climate impacts, reef protection, sustainable seafood and fisheries, marine sanctuaries, threatened species and coastal development. Its public-facing work includes the Fight for Our Reef campaign, which connects reef conservation with climate policy, water quality, industrial development and the economic interests of tourism operators in North Queensland. AMCS is associated with a national conservation mission but its principal operating focus remains Australia. Author Tim Winton is identified as the organisation’s patron.
History
The Australian Marine Conservation Society traces its origins to 1965, when it was established as the Queensland Littoral Society. The term “littoral” reflected an early emphasis on shorelines, coastal environments and the intertidal zone. One of the organisation’s early achievements was contesting a proposal to mine limestone on the Great Barrier Reef. That campaign helped establish a broader public case against mining and oil exploration in reef environments and became part of the organisation’s long-term conservation legacy. The group later became known as the Australian Littoral Society. Over time, its work expanded beyond Queensland coastal issues to encompass national marine policy, ocean wildlife, fisheries, protected areas and threats to offshore ecosystems. In 1995 it adopted its present name, the Australian Marine Conservation Society, signalling a more direct and nationally recognisable marine-conservation identity. Whale protection became a major focus from the 1970s. AMCS took part in international advocacy opposing commercial whaling and supported the wider campaign around the International Whaling Commission’s 1982 decision to suspend commercial whaling. The moratorium entered into force in 1985. The organisation has continued to participate in IWC processes and to cooperate with groups including the International Fund for Animal Welfare and Humane Society International. AMCS later supported Australia’s challenge to Japan’s Antarctic whaling programme, which Japan described as scientific research. In 2013 Australia initiated proceedings at the International Court of Justice. In March 2014 the court concluded that Japan’s programme did not satisfy the applicable international-law requirements and ordered it to stop. Japan did not conduct Antarctic whaling for the following year. The Great Barrier Reef remains one of AMCS’s defining areas of work. Its campaigns have addressed industrialisation, port proposals, coral mining, dumping, climate change and declining water quality. The Fight for Our Reef campaign places particular emphasis on the effects of climate change and coral bleaching, while also representing the interests of tourism workers and operators whose livelihoods depend on a healthy reef. AMCS has worked with the Association of Marine Park Tourism Operators and North Queensland tourism businesses on these issues. Water pollution has also become a significant policy concern. Sediment, fertilisers and chemicals carried into reef waters can damage coral and seagrass ecosystems. AMCS reported campaigning in 2019 for tighter Queensland controls, with revised laws taking effect in December of that year. Alongside reef work, the organisation continues to advocate for marine sanctuaries, sustainable fisheries and recovery of threatened species, including sharks, seals and whales. AMCS is an independent Australian charity rather than a commercial brand. Its work is delivered through campaigning, public education, policy engagement and cooperation with conservation, scientific, tourism and community partners. Author Tim Winton is listed as its patron. Campaigner Felicity Wishart, whose work included opposition to coal-related threats to the Great Barrier Reef, was commemorated in 2017 when a reef was named after her.
- 2019
Queensland reef water-quality laws strengthened
[1]New Queensland regulations addressing pollution affecting Great Barrier Reef waters came into effect in December after advocacy that included AMCS campaigning.
- 2017
Felicity Wishart Reef named
[1]A Great Barrier Reef site was named Felicity Wishart Reef in recognition of the AMCS campaigner’s conservation work.
- 2014
International Court of Justice orders Antarctic whaling programme to stop
[1]The court ruled that Japan’s Antarctic whaling programme was not lawful under the applicable international framework.
- 2013
Australia begins legal action concerning Japanese Antarctic whaling
[1]AMCS advocacy contributed to Australia’s challenge to Japan’s claimed scientific whaling programme before the International Court of Justice.
- 1995
Name changed to Australian Marine Conservation Society
[1]The Australian Littoral Society adopted its current name as its conservation work developed into a national marine-protection programme.
- 1982
International commercial-whaling moratorium approved
[1]The International Whaling Commission adopted a moratorium on commercial whaling, which entered into force in 1985, following a global campaign in which AMCS participated.
- 1970
Whale-conservation advocacy becomes a major focus
[1]AMCS began sustained work opposing commercial whaling and supporting stronger international protection for whales.
- 1965
Organisation founded as the Queensland Littoral Society
[1]The conservation organisation was established in Queensland with a focus on coastal and marine protection.
- 1960
Great Barrier Reef mining proposal opposed
[1]Known then as the Queensland Littoral Society, the organisation contested a proposal to mine limestone on the Great Barrier Reef and subsequently campaigned against reef mining and oil exploration.
Products and positioning
Independent, national, ocean-focused environmental charity combining public campaigning, policy advocacy and conservation partnerships to protect Australia’s marine wildlife, reefs, fisheries and coastal habitats.
Marketing campaigns
- 2019Great Barrier Reef water-quality advocacy
Queensland · Great Barrier Reef region
AMCS supported stronger controls on sediment, fertiliser and chemical pollution entering reef waters, contributing to a broader campaign for improved Queensland water-quality regulation.
Outcome. New water-pollution laws came into effect in Queensland in December 2019.
- 1970Anti-whaling campaign
Australia · International
AMCS has campaigned against commercial whaling since the 1970s and has participated in International Whaling Commission advocacy with other conservation organisations.
- Marine sanctuaries and national marine parks
Australia
AMCS advocates for large marine national parks and sanctuary areas intended to protect ocean habitats and wildlife from damaging activities.
- Sustainable fisheries
Australia
The organisation campaigns for fisheries management that supports long-term marine ecosystem health and reduces pressure on vulnerable species.
- Fight for Our Reef
Australia · Queensland · Great Barrier Reef region
This campaign addresses climate change, coral bleaching, industrialisation, port development, pollution and other threats to the Great Barrier Reef. AMCS works with tourism operators and employees to highlight the reef’s ecological and economic importance.
Brand decisions
2013
Support for legal challenge to Japanese Antarctic whalingOtherBackground
Japan continued Antarctic whaling under a stated scientific-research rationale despite the international commercial-whaling moratorium.
Action taken
AMCS advocated for Australia to challenge the programme in international court and worked with other conservation organisations.
Aftermath
The International Court of Justice ruled in 2014 that the programme breached international law and had to stop.
1995
Adoption of the Australian Marine Conservation Society nameStrategyBackground
The organisation had previously operated as the Queensland Littoral Society and the Australian Littoral Society.
Action taken
It adopted a name that more directly communicated its national marine-conservation remit.
Aftermath
The current name became the organisation’s public identity for its national advocacy on oceans, reefs, wildlife and fisheries.
Recent events
- 2019
Queensland water-pollution regulations take effect[1]
Regulation · Campaign
AMCS campaigned for stronger controls on sediment, fertiliser and chemical pollution entering Great Barrier Reef waters. New Queensland water-quality laws came into effect in December 2019.
- 2017
Fight for Our Reef campaign intensifies after coral bleaching[1]
Campaign · Other
AMCS intensified its Great Barrier Reef advocacy after mass bleaching affected large areas of shallow-water coral in 2016 and 2017, linking reef protection to climate change, industrial development and water quality.
- 2017
Reef named in honour of conservation campaigner Felicity Wishart[1]
Other
The Great Barrier Reef Marine Park Authority named Reef No. 18-022, north-east of Hinchinbrook Island, Felicity Wishart Reef in recognition of the AMCS campaigner’s conservation work.
- 2014
International Court of Justice rules against Japan’s Antarctic whaling programme[1]
Regulation · Other
Following advocacy by AMCS and partner organisations, Australia brought a case against Japan over its claimed scientific whaling programme. The court found the programme inconsistent with international law and required it to stop.
- 1982
International Whaling Commission adopts commercial-whaling moratorium[1]
Other
AMCS participated in the wider international anti-whaling movement associated with the International Whaling Commission’s decision to suspend commercial whaling. The moratorium took effect in 1985.
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