GiveActions and the Advertising Council join forces to support businesses in navigating the new rules against greenwashing
27 September 2026 marks a new milestone for environmental communication in Belgium. On this date, the Belgian transposition of the European Empowering Consumers for the Green Transition Directive, adopted in March 2026, will become fully applicable.
For businesses, this development strengthens the requirements governing environmental claims in commercial communications. Messages that present a product, service or company as having a positive environmental impact will need to be formulated with greater precision and transparency.
To support businesses through this transition, GiveActions, through its artificial intelligence tool Alios, and the Advertising Council are announcing a three-month partnership, from 27 September to 27 December 2026.
During this period, businesses that are members of associations partnering with the Advertising Council will be able to benefit from 20 free tests on Alios, in order to obtain a first-level analysis of their communications from a greenwashing perspective.
New requirements for environmental communications
The European “Empowering Consumers for the Green Transition” Directive aims, among other things, to strengthen consumer protection against misleading commercial practices and environmental communications.
For businesses, this means paying closer attention to how they communicate about their commitments, products and environmental performance.
A claim such as “ecological”, “sustainable”, “environmentally friendly” or a promise relating to the reduction of an environmental impact may indeed raise questions regarding its wording, interpretation or the elements used to substantiate it.
The challenge is therefore no longer simply to take action in favour of the environment: it is also to know how to communicate these actions in a fair, precise and responsible manner.
A partnership to move from regulation to practice
This is precisely where GiveActions and the Advertising Council want to work together.
From 24 September 2026 and for three months, businesses that are members of associations partnering with the Advertising Council will be able to benefit from 20 free tests on Alios, the artificial intelligence tool developed by GiveActions to help detect greenwashing risks in communications.
These associations will send a code to their member businesses. This code will allow them to use the 20 tests provided for under the partnership free of charge.
The objective is simple: to enable businesses to test their communications and identify, in advance, certain elements that may present a risk with regard to the applicable rules.
This partnership therefore aims to facilitate the understanding and adoption of the new requirements and to encourage more responsible environmental communication.
Building more transparent advertising together
Beyond this partnership, GiveActions and the Advertising Council share the same ambition: to contribute to advertising that is more transparent, more responsible and more trustworthy.
As new environmental regulations become applicable, the challenge is now to give businesses the means to understand them and integrate them concretely into their communications.
It is precisely the complementarity between our two organisations that gives this collaboration its full meaning: the Advertising Council brings its expertise in the sector and its ethical rules, while Alios puts technology at the service of their day-to-day application.
Together, we therefore aim to support businesses through this evolution and make these new requirements not only an obligation to comply with, but also an opportunity to build clearer, more honest and more transparent environmental communication.
