Green's argument progresses he always Advertising? The reflux of greenwashing is confirmed he? The market has integrated the new rules came into force in 2009? ADEME and ARPP published on 1 December 2010 the balance "Advertising and the Environment , published for the fourth consecutive year. This review examines compliance by advertising, ethical rules from the new Sustainable Development Recommendation ARPP entry into force in October 2009.
The results of the study:
Of the 11 000 (and wheelbarrows) advertisements in the first half of 2010, 548 "proved relevant to environment ", or 5% of the volume.
18 deficiencies were identified, a default rate of 3% of advertisements.
These 18 failures fall into two categories:
- Presentation of behavior contrary to the protection of the environment in this case the representation of vehicles in natural areas (7 cases);
- The presentation of environmental claims such as to mislead (11 cases) resulting from a speech and / or excessive visual, lack of relativization qualifiers used, or self-reports inaccurate and ambiguous shortcuts.
18 deficiencies were identified, a default rate of 3% of advertisements.
These 18 failures fall into two categories:
- Presentation of behavior contrary to the protection of the environment in this case the representation of vehicles in natural areas (7 cases);
- The presentation of environmental claims such as to mislead (11 cases) resulting from a speech and / or excessive visual, lack of relativization qualifiers used, or self-reports inaccurate and ambiguous shortcuts.
"The results Study marks the continuity of the commitments in the framework of the Grenelle Environment during the signing of the Charter in 2008 for a more eco-friendly advertising, among advertising professionals and the Ministry of Ecology, Energy, Sustainable Development and the Sea: "So that the French are more sensitive to sustainable development, it is important not to abuse their trust by using environmental arguments fallacious. Therefore, it is reassuring to note that advertising professionals are on this issue in an improvement process, I can only encourage them to continue along this path. "Says Nathan Kosciusko-Morizet, Minister of Ecology and Sustainable Development, Transportation and Housing. "
A positive according to the Government. Yet an" Eco-barometer "of the agency Aware Networks, which measures what consumers think green communications, green shows that communication generates an impact negative brand perception as it is often equated with greenwashing.
Download the study
It is not the only study showing that consumers are wary, it's a fact. This distrust, we know, comes from these ads that use the green to sell and communicate improperly with respect to their real commitment ... greenwashing. This positive, based on this study by the ARPP, therefore does not change the feelings of consumers. Whence this difference? Easy! The role of ARPP remains very limited, and I'm not going to get into a big argument, article Yonnel Pepper-The Lohé perfectly explains the limits and excesses of self-regulation mechanisms.
Download the study
It is not the only study showing that consumers are wary, it's a fact. This distrust, we know, comes from these ads that use the green to sell and communicate improperly with respect to their real commitment ... greenwashing. This positive, based on this study by the ARPP, therefore does not change the feelings of consumers. Whence this difference? Easy! The role of ARPP remains very limited, and I'm not going to get into a big argument, article Yonnel Pepper-The Lohé perfectly explains the limits and excesses of self-regulation mechanisms.
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