Advertising in Belgium: “greenwashing” is still too widespread

Journalist at the Planet pole

Published on 11/19/2024 at 6:12 p.m.
Reading time: 4 min

LAdvertising can play a role in favor of the ecological transition when it gives visibility to products that are better for the environment. On the contraryit can slow it down when brands engage in greenwashingthis practice of deceiving consumers by passing off products that are not really eco-friendly as eco-friendly. This not only directs the consumer towards these products, but also undermines the credibility of advertising communications as a whole.

According to a 2020 European Commission study, 53% of environmental claims in advertisements were vague, misleading or unfounded. This observation led him to react. In March 2024, it adopted a directive aimed at combating greenwashingwhich will come into full force in 2026.

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