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C’est les scientifiques qui le disent

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Citations du Greenwashing dans la presse


Basé sur l’étude de 30 quotidiens nationaux du Royaume-Uni
Citations du Greenwashing

Le buzz du Greenwashing sur internet


Basé sur une recherche sur les blogs avec Google

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Plaintes concernant des slogans environnementaux
reçues par l’ASA 2004-2007 SOURCE : SITE INTERNET ASA

Nombre total de publicités


faisant l’objet de plaintes

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SOURCE : SITE ASA-ANALYSE : FUTERRA
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AUS : Australie FRA : France USA : Etat Unis d’Amérique UK : Royaume-Uni


Ce que les annonceurs ne doivent pas faire : AUS FRA USA UK

Induire en erreur les consommateurs

Décevoir les consommateurs

Faire des affirmations sans les justifier

Utiliser des images de nature qui induisent implicitement un effet


positif sur l’environnement de l’entreprise ou du produit

Être flou

Avoir un discours juste d’un point de vue technique, mais qui ne prend
pas en compte la globalité du problème

Présenter des affirmations de façon à ce que l’on croit qu’elles


sont universellement acceptées alors même que des controverses
scientifiques sont en cours

Donner l’impression qu’un produit a des qualités alors que ce n’est


pas le cas

Sur-signifier les bienfaits environnementaux de façon explicite ou


implicite

Faire des affirmations sur des bienfaits sur l’environnement qui


sont littéralement justes mais n’ont aucune chance de s’appliquer

Utiliser un langage ou un style excessif


Faire des affirmations invérifiables

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mais les entreprises ou organisations peuvent très bien pratiquer
Kdfekle_hZƒlWijWj[kh « l’Ethic-washing » (mascarade éthique).
Cela équivaut au Greenwashing, sauf que les promesses infondées
ou sans pertinence concernent cette fois les questions sociales plus
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aux promesses vertes, le lecteur pourra appliquer les mêmes principes
j[kh$?bd[iW_jfbkiY[gkÊ_b\WkjWY^[j[hfekheXj[d_h concernant l’« Ethic washing ».

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Le nouveau
Bombardier Harrier
Maintenant
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Exemples de bonnes certifications (anglaises)

de gauche à droite :
Kitemark®, Marine Stewardship Council,
Forest Stewardship Council,
The Fairtrade Foundation
La Soil Association

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Les caractéristiques des bonnes argumentations

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Laisse une impression
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Toujours soucieux d’économiser les énergies,
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de leurs idées. ils ont décidé de traduire
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