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Green claims or greenwashing: how does your communication measure up?

Anne-Laure de Hults, UBA Belgium UBA
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How is the fight against greenwashing progressing?A recent study conducted by GiveActions in collaboration with RMB and JCDecaux sheds new light on advertising practices in Belgium. By analysing 12,950 advertisements from 2023, the study reveals that nearly one in ten ads (9.2%) contain environmental claims—a promising sign of growing interest in sustainability. However, 39.2% of these ads risk being classified as greenwashing, highlighting an urgent need for more precise and transparent communication.

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