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Sustainability: let’s communicate with authenticity and conviction!
Greenwashing: what it is, why it matters, and how to avoid it
Uncover the tactics behind greenwashing and learn how to craft truly credible, eco-friendly brand messages.
What is greenwashing in advertising?
Sustainable development has become a key priority for brands as consumers expect companies to show greater commitment. However, communicating about responsible initiatives must be done with care. Greenwashing can seriously undermine the credibility of your message.
Greenwashing is defined as " the practice of making misleading, unsubstantiated, or false claims about the environmental benefits of a product, service, or company practices, with the intent to appear more environmentally responsible than is actually the case".
It is particularly concerning in ads that include a green claim — meaning “a statement, symbol, or label (verbal, written, or visual) that suggests or implies a product, service, brand, or company has a positive or reduced environmental impact, or no impact at all. This includes not only written or spoken text, but also visuals, sounds, logos and labels”.
Are you involved in the ecological transition as a brand or product and want to communicate it clearly to your audience? In RMB’s 'Think ahead' podcast, three experts share their insights into the current state of greenwashing in the Belgian advertising market.
What are the risks of greenwashing in advertising?
Greenwashing poses multiple threats:
- It slows down ecological transition by steering consumers toward inappropriate choices.
- It reduces public trust, sparks backlash, and discourages people from adopting new consumption habits.
- It damages the reputation not only of the advertisers, but also of the media platforms hosting these ads.
Recent studies, including a 2024 survey by Test Achats, confirm the growing sense of greenwashing and its risks:
- 52% of Belgians encountered at least one greenwashing message in the past 12 months.
- 36% of consumers would feel misled if they discovered a product they were considering carried false environmental claims.
Fighting greenwashing: what’s being done ?
To tackle greenwashing effectively, the current approach relies on two powerful and complementary pillars:
- Ethical oversight by regulatory bodies (such as JEP in Belgium, JDP and ARPP in France, ADEME and the ICC Code)
- Upcoming legal frameworks, like the European directive “Empowering Consumers for the Green Transition” (https://environment.ec.europa.eu/topics/circular-economy/green-claims_en), due to take effect in 2026.
Given that advertising is a powerful driver of behaviour, media companies and advertising sales houses also play a crucial role in the fight against greenwashing, promoting clear, honest messages aligned with ecological transition goals.
Sustainable development is part of RMB’s DNA. That’s why our sales house takes a strong stand to support brands committed — or willing to commit — to responsible messaging. Among RMB’s initiatives, in collaboration with ecosystem partners, is the Greenlight study, designed to guide advertisers toward more transparent communication practices.
Work with a pro in advertising!
Greenwashing is often unintentional and/or due to communication missteps. Sometimes it stems from a lack of knowledge about how to use environmental claims, or from outdated marketing habits that clash with sustainable messaging principles.
Based on the analysis of thousands of ads, the Greenlight study — conducted by RMB, GiveActions and JCDecaux — provides an overview of greenwashing in Belgian advertising, with results broken down by media (TV, radio, and OOH) and advertiser sectors. The study also outlines the main mistakes to avoid in responsible communication, as it draws from current advertising regulations and ethical guidelines.
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