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AMMA 2025: Two awards for Greenlight!
On June 12, 2025, RMB, GiveActions and JCDecaux were awarded twice at the Annual Master in Media Awards (AMMA), which celebrate media excellence in Belgium. Their study, Greenlight, the first analysis of greenwashing in Belgian advertising, received a Bronze in the “Media Research of the Year” category and a Silver for the “Media Sustainable Award”.
A groundbreaking study on Greenwashing
Greenlight is a first in Belgium: the study examined 12,950 advertisements aired in 2023 across TV, radio and Out-Of-Home media (OOH), in order to detect and measure the risk of greenwashing in brand communications. One key finding stands out: 39.2% of environmentally focused messages present a risk of greenwashing — a major concern for the credibility of campaigns with a responsible goal.
Carried out in collaboration with JCDecaux and GiveActions, the study stood out to the AMMA 2025 jury for its methodological rigor, technological innovation, and practical relevance for the Belgian market. This triple value — reliability, innovation and real-world impact — earned it the Bronze in the “Media Research of the Year” category.
The results’ accessibility (free access on all three partners’ websites, coverage in the professional press, audiovisual media, industry associations, etc.) also played a key role in receiving the award.
Greenlight has become a strategic tool for brands, media companies and agencies. It informs, warns, and above all, raises the standards for more credible and fair advertising.
Towards More Sustainable Advertising
Awarded Silver in the “Media Sustainable Development” category, RMB, JCDecaux and GiveActions were celebrated for more than just a study—they were recognized for a bold initiative driving real change. With Greenlight, they’ve created not only a powerful analysis of greenwashing, but a concrete lever for action accelerating the ecological transition in the advertising industry.
Backed by publicly accessible results and a tailored coaching program offered by the 3 partners, Greenlight empowers advertisers to refine their messaging and craft campaigns aligned with Europe’s emerging sustainability directives. It’s more than a study—it’s a practical benchmark for responsible-minded communication that challenges brands to be clearer, fairer, and more accountable.
This award also highlights a unique collaboration between three complementary players, united by a shared mission: to turn advertising into a true force for positive transformation.
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