Sector best practices
Your communications are analyzed against the JEP and ARPP recommendations, rule by rule, with each rule's risk level.
Our AI tool
Alios. Environmental communication, assisted
Alios helps you clarify your environmental claims and meet the expectations of consumers and regulators alike. No greenwashing, no greenhushing.
For companies, agencies, media houses and experts
Communications aligned with the rules
Regulations, worry-free
Anticipate the EU directive on environmental claims applicable from 2026, before it applies to your campaigns.
Concrete solutions
Alios doesn't just flag risks: it suggests rewordings and ways to talk better about your commitments.
As simple as it gets
Built for your daily work
A tool that fits the way you work, not the other way around.
- Every format: video, audio, image, PDF, Word, text✓
- Results you can share with teams and clients✓
- One or several accounts per organization✓
- Monthly or annual subscription, or one-off tests✓
- Options: human analysis, workshops, greenwashing fresco✓
What the tool analyses
A greenwashing analysis tool for every kind of material
Alios reads a communication the way a careful lawyer would. It isolates each environmental claim, ties it to the applicable rules and flags what could not be substantiated as it stands.
Images and posters
Print visuals, banners, social posts and packaging. The tool picks up the written mentions, but also the visual cues that suggest an environmental benefit without stating it, foliage, green shades, imitated labels.
Video and audio spots
Advertising films, social clips, radio spots and podcasts. The soundtrack is transcribed, on-screen overlays and legal mentions are recorded, including when they pass too quickly to be read.
PDFs, documents and texts
Sustainability reports, brochures, product sheets, web pages and press releases. Useful to check an environmental claim before publication, or to go back over a document already released.
The reference framework
Which rules the analysis relies on
Alios does not judge by instinct. Every risk flagged points to an identified text, which makes it discussable with an agency, a legal department or an advertiser.
- JEP advertising code, for Belgium, and the ARPP sustainable development recommendation, for France✓
- ADEME guide on environmental claims, which sets out what a mention must be able to prove✓
- Directive (EU) 2024/825 on empowering consumers, applicable on 27 September 2026✓
- Misleading commercial practices, unsubstantiated general claims, self-certified labels, carbon neutrality achieved through offsetting✓
The result
What an analysis produces
A claim-by-claim inventory
Every wording at risk is quoted as it appears in the material, with where it sits, the rule concerned and a risk level. Nothing is flagged without being tied to a text.
Suggested rewordings
For problematic mentions, the tool offers a version that remains sayable, indicating the missing detail, the scope, the source or the evidence to add. The aim is not to silence the message, but to make it defensible.
A shareable report
The result can be passed to the creative team, the client or the legal department, and serves as a written record of the check carried out before release.
Who it is for
The roles that sign off on communication
Advertisers and companies
Marketing, communication and sustainability teams that need to speak about their commitments without exposing the brand, and would rather check an environmental claim before a third party does.
Agencies and media sales houses
Creatives, account directors and advertising sales houses that want to check a campaign before presenting it or before buying space, without lengthening the production schedule.
Lawyers, consultants and federations
Legal departments, sustainability consultants and sector organisations that need to build a case, document an opinion or prepare compliance with the 2026 directive.
Why check before release
Detecting greenwashing costs less than correcting it
A poorly substantiated environmental claim is rarely cheap to repair. Once the campaign has been bought and released, pulling a visual, reprinting packaging or answering a complaint before the JEP takes weeks and damages the credibility of the message.
Directive (EU) 2024/825 tightens the framework further. From 27 September 2026, general claims such as environmentally friendly or eco-responsible will be banned unless they rest on recognised performance, and sustainability labels based on simple self-certification may no longer be displayed. Mentions of carbon neutrality obtained through offsetting are the first in line.
The reverse exists too. Many organisations that genuinely make an effort no longer talk about it, for fear of a misstep. That is greenhushing. An analysis beforehand serves as much to remove what does not hold up as to secure what can be said.
Proof in numbers
See the full study
Our tool measured the state of greenwashing in Belgium
13 368
TV, radio and out-of-home ads analyzed in 2024
7,8%
of ads make an environmental claim
27,4%
of environmental ads carry a greenwashing risk
72,6%
comply with the rules, overall risk down vs 2023