Greenwashing is a deceptive communication practice used by certain companies and organizations to portray themselves as more environmentally friendly than they really are. This phenomenon has become a major issue at a time when sustainability and environmental protection are at the heart of consumer and regulator concerns.
Greenwashing takes many forms, from the simple exaggeration of a company’s ecological actions to the communication of false information about the environmental impact of its products or services. Common examples include advertising campaigns featuring “green” arguments without any solid foundation, environmental labels created out of thin air, and ambiguous, unverifiable statements. The aim is to appeal to a public that is increasingly aware of environmental issues, without actually doing anything for the planet.
An emblematic example of greenwashing concerns major companies in the fossil fuel sector. Some of them invest in campaigns highlighting their efforts to develop renewable energies, while the majority of their activities and investments remain focused on fossil fuels. This discrepancy between public messages and business reality is contributing to consumer distrust and heightened awareness of the role of greenwashing.
Legislation is beginning to address this problem. In Europe, for example, directives such as the Green Deal and initiatives such as the Environmental Claims Regulation aim to frame and sanction greenwashing practices. In France, the Climate and Resilience Act, adopted in 2021, imposes transparency obligations on companies, encouraging them to justify their ecological claims on pain of sanctions. In addition, the vigilance of non-governmental organizations (NGOs) and consumer associations is helping to identify and denounce these misleading practices.
The danger of greenwashing is twofold. On the one hand, it undermines consumer confidence in companies, by blurring the reference points in their purchasing decisions. Secondly, it distracts attention from the real ecological issues at stake, and slows down the adoption of truly sustainable practices.
Against this backdrop, companies must now redouble their transparency and concrete commitments to avoid the pitfall of greenwashing and meet growing expectations in terms of environmental responsibility. The public, for its part, is invited to develop a critical eye for advertising campaigns, giving priority to verified information and tangible actions.
