Le greenwashing (ou éco-blanchiment en français) représente d’une manière générale l’utilisation d’un argument écologique de façon abusive et/ou trompeuse.
Une pratique de plus en plus utilisée par les entreprises, et il est compliqué pour le consommateur de démêler le vrai du faux. Et pour cause ! Selon le dernier bilan Publicité & Environnement, le taux de conformité des publicités a chuté ces 10 dernières années. On atteint un taux de non-conformité autour des 11-12%, ce qui est très élevé, notamment par rapport aux autres « règles déontologiques » où normalement on retrouve des taux à moins de 1%.
Le greenwashing est un véritable frein dans la transition écologique que nous avons besoin actuellement de toute urgence. En effet, s’il l’on promeut un produit ou service avec le mérite d’être neutre en carbone, alors que ce n’est pas le cas, on donne l’impression au consommateur de pouvoir consommer comme avant alors qu’il est impératif d’avoir des changements dans nos modes de consommation à l’échelle individuelle et collective.
Mais alors comment peut-on faire pour lutter contre le greenwashing ?
Le Jury de Déontologie Publicitaire (JDP)
Il existe plusieurs recours pour lutter contre cela. D’un côté les citoyens peuvent à tout moment déposer une plainte au JDP (Jury de Déontologie Publicitaire) pour le non-respect des règlementations du développement durable de l’ARPP (Autorité de Régulation Professionnelle de la Publicité). Si la plainte est fondée le jury demande à l’annonceur de dépublier la publicité mais le jury n’a pas de pouvoir légal.
La Loi
La loi Climat & Résilience a reconnu le greenwashing comme pratique trompeuse. Cela signifie que de plus en plus d’entreprise pourront se faire attaquer devant les tribunaux pour tromperies auprès des consommateurs de par l’utilisation d’un argument écologique trompeur.
De plus, à partir du 1er Janvier 2023, afin de pouvoir communiquer sur une prétendue neutralité carbone, les entreprises devront prouver qu’elles ont bien mis en place les actions nécessaires pour atteindre cette neutralité carbone.
Dénoncer
Il est très important de dénoncer, c’est ce que font les ONG impliquées dans la préservation écologique. En faisant des manifestations ou encore des actions pour informer les consommateurs que nous pouvons être conscient de tout cela. Par exemple, Notre Affaire à Tous, les Amis de la Terre et Greenpeace ont déposé un recours pour pratique commerciale trompeuse contre Total Energie en Mars 2022.
On peut aussi parler des prix Pinocchio de Les Amis de la Terre, afin de « récompenser » les pires entreprises qui mettent en place des pratiques commerciales douteuses.
Une application existe !
1 Français sur 3 ne sait pas identifier si une entreprise est responsable ou non. Même en s’informant il est compliqué de déchiffrer tout cela. C’est pourquoi l’application Nota Climat, existe. Elle permet de décrypter le niveau d’engagement des grandes marques en retrouvant leurs bilans carbones par exemple.
Voici quelques clés pour que vous puissiez devenir un acteur face aux abus des entreprises voulant paraître plus verte que ce qu’elles ne sont.
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