Greenwashing is not always premeditated or wanted, buts It is always slowing down the ecological transition, reduced consumer confidence towards brands using ecological arguments and has a strong impact on the image of organizations that get caught up in it (even when they're really trying to do the right thing).
In short, greenwashing no longer has a place in a society that must take into account global limits and the climate problem.
That's why we decided to challenge ourselves: Aim for zero greenwashing in our society. And this by creating a tool, helped by artificial intelligence and advertising ethics, in order to detect any form of greenwashing in communications and to be able to put a stop to it.
By detecting greenwashing in communications before they are broadcast, we ensure the veracity of the statements, increasing the credibility and image of the brand. We restore consumer confidence, and we avoid bad buzz. In addition, as of 2026, heavy fines are planned by the European Union for companies that do not comply with certain rules in terms of communication on generic environmental claims.
The European Union voted for the directive to regulate environmental claims. Numerous communication media will have to be checked to avoid any case of greenwashing that deceives citizens. There will be a need to better inform about the sustainability of products and services presented as more ecological. Our tool offers a solution to analyze advertising claims more quickly, carry out studies, give suggestions for improvement and raise awareness in the sector on this subject.
