The headline
Short lines are the most exposed, precisely because they are absolute. Clean, green, carbon neutral, good for the planet. With no reference and no scope, these are exactly the general claims the European directive targets.
Use case
Analyse an advertising poster before buying space
A poster is read in three seconds, from a distance, without anyone reaching the legal line. Alios assesses what a passer-by actually takes away, then checks whether the headline holds up against the rules.
What is captured
What a passer-by actually takes away
The JEP does not judge the legal line in isolation. It judges the impression the whole leaves on the public.
The small print
The tool captures the line meant to qualify the headline and flags when it is too discreet to do so. An unreadable restriction at the bottom of a billboard does not rescue a slogan read from twenty metres away.
The visual cues
Foliage, green tones, untouched landscapes and pictograms that mimic a label suggest an environmental benefit the copy never claims. A poster can mislead without a single questionable word.
The reference framework
What the verdict rests on
- The JEP advertising code for Belgium, and the ARPP sustainable development recommendation for France✓
- The ADEME guide on environmental claims, which sets out what a statement must be able to prove✓
- Directive (EU) 2024/825, applicable on 27 September 2026, on general claims and self-certified labels✓