Maître Benoît COUSSY

Avocat au barreau de Bordeaux

Compétences : Droit public, Droit de l'environnement, Droit de la santé

Barreau : Bordeaux

Adresse : 28 rue des Allamandiers 33800 BORDEAUX

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L'ADEME lutte contre le greenwashing

Article juridique

Par Me Benoît COUSSY

L'Agence de l'Environnement et de la Maîtrise de l'Energie (ADEME) vient de publier un guide anti-greenwashing d'auto-évaluation des messages de communication.

Le greenwashing (encore appelé désinformation verte) est une technique consistant à donner une image écologique, une image « verte » à des entreprises ou à des produits qui ne le sont pas (par exemple des entreprises qui développent leur propre label bio, contenants verts...).

De plus en plus de publicités utilisent l'environnement et le développement durable pour vanter un nombre croissants de produits et de services. En effet, ces valeurs ont un impact de plus en plus fort sur la consommation puisque, d'après l'étude IFOP « Les Français et le greenwashing » publiée en juin 2012, 87 % des Français estiment que, dans leurs choix d'achat de produits ou de services offerts, le développement durable (DD) et le respect de l'environnement sont des critères importants (dont 37% très importants et 10% primordial).

Ce guide vise donc à éviter les dérapages des publicitaires, annonceurs et entreprises qui surfent sur le succès du respect de l'environnement et du DD sans respecter effectivement ces principes.

Cette avalanche de publicités relatives à l'environnement et au DD semble, de plus, ne pas séduire les Français puisqu'ils souhaitent que les informations environnementale des publicités soient d'avantage contrôlées (86 %) et estiment qu'elles sont trop moralisatrices (61 %), vont trop loin sur les vertus de l'environnement (58 %) et qu'il y en a beaucoup trop (50 %).

Ce guide permet donc de comprendre les grands principes du greenwashing, de connaître les principales étapes à suivre pour ne pas en faire et d'accéder à de nombreux documents et liens pour en savoir plus.

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