In the current context, where the environmental crisis is no longer a simple subject of debate, but a7> simple subject of debate but a tangible reality, of many companies attempting to ride the wave of environmentalism. While some of them are adopting real measures that respect the a28> the environment, others take a shortcut that is unfortunately becoming increasingly common: greenwashing greenwashing.
Behind this English term, which can be translated as “greenwashing” in French, hides a reality that is much less green than it appears.
What is what is greenwashing ?
The term “greenwashing” is an expression composed of “green” and “washing”. Greenwashing refers to a deceptive marketing practice used by some companies to portray themselves as more environmentally friendly than they really are.
More specifically, greenwashing is a communication strategy whereby a company or an organisation to present itself as environmentally friendly, through advertisements, environmental claims, pictograms, corporate discourse or even articles “green”, without real substance and without the fact that these a36> promises are fulfilled by real and meaningful actions.
It is a way of capitalising on consumers’ growing concern for the environment and sustainability, without necessarily committing to a genuinely environmentally responsible approach.
Thus, a company may be criticised if it spends more money or effort on advertising itself as environmentally friendly than on actually adopting environmentally responsible practices.
Another common example is when an organisation highlights one environmental aspect of its product while ignoring or downplaying other, more significant negative environmental impacts.
Origins of Greenwashing
Greenwashing is a relatively recent phenomenon, with roots dating back to the 1960s and 1970s—a time marked by growing environmental awareness around the world.
It was during this period that organisations began to recognise the potential appeal of a “green” image to customers.
Across the globe, this form of “green disguise” took hold alongside the rise of the environmental movement.
However, it was in the 1980s that the term “greenwashing” was first officially used, by American environmental activist Jay Westerveld.
He coined the term in response to a hotel’s practice of encouraging guests to reuse their towels to “save the oceans”, while simultaneously investing in large-scale construction projects that were highly damaging to the environment.
How do companies use greenwashing in their communications through advertising?
In response to growing environmental awareness and a stronger willingness among consumers to change their purchasing habits in favour of environmentally friendly products, greenwashing has unfortunately become a widespread marketing strategy across many industries.
So how do companies use it in their communications?
In advertising, greenwashing can take many forms, including misleading claims, the misuse of eco-friendly terminology, or the use of questionable “green” labels.
The practice of “greenlabelling” involves placing green labels on goods that are not truly sustainable.
In doing so, companies adopt a veneer of environmental respectability without having to make substantial changes to their practices.
The European Commission alone has identified nearly 200 different environmental labels in Europe, with widely varying levels of relevance and rigour.
The various sectors of industry affected by the practice of greenwashing
Greenlighting, one form of greenwashing in the fashion industry
The fashion industry is a key sector for greenwashing.
Several major brands are known to use the “greenlighting” technique.
By highlighting a small range of “green” products, they attempt to divert attention away from their overall polluting production practices. One example that stands out is that of H&M with its “Conscious” line, which aims to be more respectful of a13> the environment thanks to the use of recycled or organic materials.
According to Elisabeth Lier Haugseth, the organisation’s director, as reported by US-based website Dezeen, “the details regarding the collection were too vague and did not clearly specify the actual environmental impact of each garment — such as the amount of recycled material used in each item. These controversies have damaged its reputation, demonstrating that greenwashing can prove counterproductive. To this day, despite the persistent debate about its actual impact, the line of clothing known more responsible part always of the range offered by H&M.
Greenwashing in the energy sector
Greenwashing in the energy sector has become a major legal concern, as illustrated by the case of TotalEnergies. An investigation for “misleading commercial practices” was opened in December 2021 by the economic and financial division of the Nanterre public prosecutor’s office, following a complaint filed in October 2020 by several organisations, including Wild Legal, Sea Shepherd France and Darwin Climax Coalitions.
These organisations accuse the French oil and gas group of engaging in misleading communication about its climate strategy — notably by promoting its carbon neutrality ambitions while continuing activities that generate high levels of greenhouse gas emissions.
The associations’ lawyer, William Bourdon, even described this form of greenwashing as “sustainable cynicism”.
This legal case highlights the growing risk faced by organisations that adopt environmentally insincere business practices.
Green labelling: the scourge of greenwashing in the food sector
The food industry is also affected by greenwashing.
Here, “green labelling” is a frequently used tactic. This involves applying labels or tags to goods indicating that they are “organic”, “natural”, “recycled packaging”, etc., when the reality may be quite different. Nestlé, for example, has been criticised for using the term “natural” on some of its products, even though they contain artificial or highly processed ingredients. The organisation has also been criticised for claiming that its Nesquik products are “a great way to start the day”, even though they contain what is considered to be an excessive amount of sugar.
In addition, many brands in the agri-food industry display the “organic” label on their products, but compliance with organic standards across their supply chains is often disputed.
Some brands are regularly accused of only loosely adhering to organic specifications, without making a genuine commitment to a broader transition towards sustainable farming or production methods.
The impact of greenwashing on the image of companies
The impact of false environmental claims on the reputation of organisations a6> the reputation of organisations can be severe.
Firstly, it undermines public trust, which can reduce brand loyalty and impact sales.
Secondly, greenwashing can lead to legal sanctions, adding financial burdens for companies while also damaging their reputation. Moreover, it creates fertile ground for genuinely sustainable competitors to stand out.
From a financial perspective, it can discourage responsible investors — who are increasingly numerous — from placing their capital in the company concerned. Socially, it can foster widespread cynicism towards environmental initiatives, thereby slowing environmental progress.
Finally, in our hyperconnected world, negative publicity related to false claims spreads rapidly on social media, which can have long-term consequences for a company’s reputation.
BP (British Petroleum) is a classic example of the dangers of greenwashing. In 2000, the company launched a rebranding campaign with the slogan “Beyond Petroleum” to emphasise its commitment to sustainability. However, after the Deepwater Horizon disaster in 2010, this “green” image collapsed.
The public lost trust in BP, the industry had to pay billions in fines, and its stock market value plummeted.
This event shows that resorting to such practices can have disastrous consequences — not only for a company’s reputation, but also for its financial standing.
Strategies of greenwashing commonly used and how to identify them
The use of vague terminology in words such as “green” or “natural”
As you may have gathered, one of the most common greenwashing strategies involves using vague or poorly defined terms such as “green”, “sustainable”, or “natural”.
These words can create the impression that a product or service is environmentally friendly, when that may not actually be the case.
To spot this strategy, it’s important to look for evidence or certifications that support the company’s claims.
The diversion of attention from consumers
Distraction is another common strategy.
A company may highlight a minor part of its operations that is environmentally beneficial, while ignoring or downplaying more harmful practices.
To counter this strategy, it is essential to consider the organisation’s overall practices rather than focusing solely on one positive aspect.
The use of fake environmental labels
The use of fake sustainability labels or “green” logos is also a common strategy.
These labels can give the impression that a product is environmentally friendly, even when it may not be.
To avoid being misled by this strategy, it is important to check the validity of the labels and become familiar with genuine environmental certifications.
How can we combat greenwashing?
According to the European Commission, 42% of the 344 claims analysed on e-commerce sites are indeed misleading. a6> the e-commerce sites are in fact exaggerated, false or misleading. A poor code of conduct, in short.
In response to these alarming trends, ADEME (the French Agency for Ecological Transition) and ARPP (the French Advertising Standards Authority) have launched initiatives to curb the excessive and misleading use of “green” claims in corporate communications.
ADEME (the French Agency for Ecological Transition) against greenwashing
In the face of the climate emergency, the environment and sustainable development have become key concerns for advertisers, agencies, and the general public.
The French Agency for Ecological Transition (ADEME) is therefore working to guide professionals in their communication practices.
To this end, ADEME has published a guide and developed assessment tools to help companies self-evaluate their responsible communication practices.
While these tools do not grant any official certification, they provide a solid foundation for more honest and transparent communication.
The ARPP against greenwashing
The French Advertising Standards Authority (ARPP) also plays a key role in the fight against greenwashing.
Its primary mission is to promote fair and truthful advertising, in the interest of both consumers and professionals.
The ARPP develops codes of conduct and guidelines that professionals are expected to follow — a system that has even been certified by Bureau Veritas.
The organisation operates within the framework of “soft law”, offering alternatives or complements to existing regulations to encourage more ethical advertising practices.
The French Council of State has acknowledged the effectiveness of this self-regulation model, highlighting its importance in promoting more responsible advertising.
Green claims and other regulations against greenwashing
Alongside these institutional initiatives, the NGO Friends of the Earth launched the “Pinocchio Awards” to call out companies and organisations engaging in greenwashing. The aim of this award is to expose the disastrous impact of certain companies on the environment and human rights.
It seeks to unmask those that use “green” rhetoric to whitewash their image, while employing practices that are far from exemplary.
Companies that are genuinely committed to Corporate Social Responsibility (CSR) can play a key role in this fight. By establishing genuine transparency and reporting on their actions through non-financial disclosures, CSR reporting, or initiatives like the Global Compact, they compel organisations making false claims to be more transparent and to put their environmental rhetoric into concrete action.
The urgency of the ecological transition is regularly underscored in each report from the IPCC.
This has led to the adoption of the European Green Deal and the emergence of new regulations and directives within the EU to support sustainable development.
The aim is to encourage every professional and consumer to produce and consume more responsibly.
The Green Claims Directive aims to put a stop to misleading commercial practices related to sustainability.
It sets strict requirements to ensure that all environmental claims are backed by robust, scientific evidence.
By emphasising transparency and the accuracy of information provided to consumers, this regulation encourages industries to adopt genuinely sustainable practices, while making their climate and carbon-related communications transparent, reliable, and accessible. For more information, read our article. What is the Green Claims Directive?
In the meantime, to assess a company’s environmental responsibility, consumers can refer to existing regulations.
For example, in France, the law on environmental responsibility requires industries with more than 500 employees to publish an environmental report on their activities.
This green legislation aims to promote responsible consumption and to limit false environmental claims.
In summary:
Ultimately, greenwashing represents one of the major challenges in our collective pursuit of a more sustainable planet.
While examples of misleading practices abound across sectors — from textiles to energy — their impact on consumers and public trust is undeniable.
Regulations such as the Green Claims Directive are significant steps forward in curbing this phenomenon.
They aim to ensure that the information provided to consumers is not only transparent, but also backed by solid evidence.
However, the fight against greenwashing cannot rely on regulation alone; it also requires collective awareness, consumer education to decode environmental messages, and a strong code of conduct from companies.
Together, we can help build a future in which businesses are judged not by their promises, but by their real actions for the planet.