Greenlight study 2023
The first edition of the national study on greenwashing in Belgian advertising, which established the JEP / ICC Code / ADEME methodology.
Greenlight study, 2nd edition
The state of greenwashing in Belgium
13,368 TV, radio and out-of-home ads analyzed across Belgium in 2024, with RMB and JCDecaux. Methodology based on JEP, JDP, the ICC Code, ADEME and the EU directive.
Key findings
What 13,368 ads tell us
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
Previous editions
Download the previous studies
The tool behind the study is at your disposal
The study's 13,368 ads were analyzed by Alios. Put your own campaigns through the same examination.