{"id":2257,"date":"2021-05-07T12:09:00","date_gmt":"2021-05-07T16:09:00","guid":{"rendered":"https:\/\/beecofriendly.org\/?p=2257"},"modified":"2021-05-13T11:20:12","modified_gmt":"2021-05-13T15:20:12","slug":"le-greenwashing-la-nouvelle-tendance-verte-des-marques-enfin-pas-si-vertes","status":"publish","type":"post","link":"https:\/\/beecofriendly.org\/en\/le-greenwashing-la-nouvelle-tendance-verte-des-marques-enfin-pas-si-vertes\/","title":{"rendered":"Greenwashing: the new green trend for brands that are not so green."},"content":{"rendered":"
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Have you noticed the proliferation of products claiming to be environmentally friendly? The stalls are full of green products, ultimately the most eco-responsible, the advertisements appeal to your ecological conscience. But behind this appearance hides a marketing approach to deceive the consumer: Greenwashing.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Companies have understood it well, the new trend is green. Citizens are more and more sensitive to the protection of the environment and therefore take a closer look at the products they buy. We can thus see blooming on the shelves of stores new flamboyant green labels, using ecological terms (Eco-friendly, 100% natural, sustainable, ethical, eco-designed ...) which would lead consumers to think that the product would be without harmful impacts for the planet.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Greenwashing products<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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This trend has a name: Greenwashing (or eco-bleaching).  <\/span><\/p>\n

\u201cIt's a method of communicating to the public using the green argument. The goal is to give yourself an eco-responsible image. (source : <\/span>https:\/\/www.novethic.fr\/<\/span><\/a>)\u201d<\/span><\/p>\n

En 2021, la Commission Europ\u00e9enne s\u2019est int\u00e9ress\u00e9e au greenwashing dans le e-commerce dans le cadre d\u2019une op\u00e9ration coup de balai :<\/span><\/p>\n

Un \u00abcoup de balai\u00bb consiste en un ensemble de contr\u00f4les effectu\u00e9s simultan\u00e9ment sur diff\u00e9rents sites web pour d\u00e9tecter d’\u00e9ventuelles infractions au droit de l’UE en mati\u00e8re de protection des consommateurs dans un secteur particulier. <\/span><\/p>\n

42% des entreprises audit\u00e9es ont mis en avant des arguments de vente \u00e9cologiques faux ou exag\u00e9r\u00e9s. Pas de vraies surprises, les entreprises cherchent avant tout \u00e0 vendre en affichant des pr\u00e9occupations environnementales alors que leurs pratiques sont loin d’\u00eatre si \u00e9thiques.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How to protect of Greenwashing<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The practice of greenwashing is legally (in Europe and the USA) considered to be abusive or deceptive advertising. But it is difficult to prove and unfortunately discredits the efforts of companies invested in a sustainable and environmental transition.<\/span><\/p>

So how do you navigate it?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Thanks to tools:<\/strong><\/span><\/p>

\u201cTo differentiate these companies from each other, several tools exist. <\/span>Applications that scan food or cosmetic products<\/b> to assess their eco-responsibility have thus emerged.<\/span><\/p>

In France, ADEME (French Environment and Energy Management Agency) <\/span>also contributes to the fight against greenwashing<\/b>. For example, the organization published a <\/span>guide available free of charge<\/span><\/a>, which decodes the principles and techniques of greenwashing. (source:<\/span>https:\/\/mrmondialisation.org\/<\/span><\/a>) \u201c <\/span>http:\/\/antigreenwashing.ademe.fr\/\u00a0<\/span><\/a><\/p>

When shopping, beware of the packaging !!\u00a0<\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201cParaben-free\u201d, \u201csugar-free\u201d\u2026 Certain substances have bad press with the general public. The \"without\" can be quite honest. But it can also be <\/span>a technique to draw your eye to the missing ingredient<\/b>, and encourage you not to read the rest of the ingredients, which is potentially less brilliant ... The abuse of the color green: some brands do not hesitate to review and <\/span>green their visual identity<\/b>.<\/span><\/p>

Pour trouver le vrai dans les \u00e9tiquettes, le consommateur doit \u00eatre vigilant et garder le recul n\u00e9cessaire \u00e0 une d\u00e9cision \u00e9clair\u00e9e. Pourtant, il ne doit pas \u00eatre le seul \u00e0 supporter le poids de cette fraude. Il est en bout de cha\u00eene d\u2019une organisation de vente et n\u2019a qu\u2019un faible spectre d\u2019actions.\u00a0<\/p>

La priorit\u00e9 doit \u00eatre donn\u00e9e au renforcement de la l\u00e9gislation pour encadrer les entreprises d\u00e8s la production. D’o\u00f9 l’importance des autorit\u00e9s de contr\u00f4le telles la Commission Europ\u00e9enne et the Federal Trade Commission. C\u2019est dans ce sens que les conclusions du dernier coup de balai de la Commission Europ\u00e9enne alimenteront une proposition de lois visant \u00e0 donner aux consommateurs les moyens d\u2019agir pour les accompagner dans leur transition \u00e9cologique. Elle proposera notamment un \u00e9tiquetage nutritionnel obligatoire et harmonis\u00e9 sur la face avant de l’emballage afin de permettre aux consommateurs de faire des choix alimentaires \u00e9clair\u00e9s, sains et durables. Affaire \u00e0 suivre !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Have you noticed the proliferation of products claiming to be environmentally friendly? The stalls are full of green products, ultimately the most eco-responsible, the advertisements appeal to your ecological conscience. But behind this appearance hides a marketing approach to deceive the consumer: Greenwashing.<\/p>","protected":false},"author":2,"featured_media":2258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[24],"tags":[],"class_list":["post-2257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ma-revue-de-presse","entry","has-media"],"_links":{"self":[{"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/posts\/2257","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/comments?post=2257"}],"version-history":[{"count":19,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/posts\/2257\/revisions"}],"predecessor-version":[{"id":2364,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/posts\/2257\/revisions\/2364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/media\/2258"}],"wp:attachment":[{"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/media?parent=2257"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/categories?post=2257"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beecofriendly.org\/en\/wp-json\/wp\/v2\/tags?post=2257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}