Advertising greenwashing: legal framework and best practices

In short: greenwashing means giving a misleading ecological image to a product or brand. It is both a legal risk (misleading claims) and a major reputational risk. The golden rule: an environmental claim must be proven.

What is greenwashing?

Greenwashing occurs when communication exaggerates, invents or blurs an environmental quality: vague words (“eco”, “green”, “natural”) without proof, misleading visuals, or highlighting one virtuous detail that masks an overall negative impact.

The framework in France

Misleading advertising is governed by consumer law. In addition, the Climate and Resilience law (2021) strengthened the framing of environmental claims and introduced measures such as the ban on advertising for fossil fuels (in force since 25 August 2022). The ARPP also issues ethical rules on environmental claims.

Risky claims

• Vague, unjustified terms (“environmentally friendly”).
• Global claims based on one aspect (“recyclable” when the rest isn’t).
• Nature-evoking visuals with no basis.
• Offsets presented as full neutrality without proof.

Best practices

• Prove each claim (data, recognised labels, life cycle).
• Be specific: which benefit, over what scope?
• Avoid unsupported superlatives.
• Document: keep evidence in case of checks.

FAQ

Is greenwashing illegal? A misleading environmental claim can fall under misleading advertising, which is punishable. The framework has tightened, notably with the Climate law.

How to avoid greenwashing? Only communicate real, proven, specific benefits, without exaggeration or unjustified vague terms.

Can you call a product “eco-friendly”? Only if justified and specific. Global, vague claims are especially risky.

PubliCité France — blog, Regulation. Informational content, not legal advice. French version: /blog/greenwashing-publicite/