The ethics committee has delivered its verdict!

In recent weeks, several positive advertising campaigns have been launched with the agreement of the ethics committee. Below are the discussions that were discussed and the reasons why 4 brands had access to positive advertising. It is about:

> Good morning Maurice
> Consom'Action
> Yuma

Good morning Maurice

Bonjour Maurice is a Belgian store (and eshop) for ethical and reversible fashion for children. They created reversible garments to increase the number of uses of clothing.

Their production method is ecological, in the sense that 95% of the fibers are of biological origin. They also have the international GOTS label (which certifies “an ecological and socially responsible production method, with quality requirements”).

They also launched a subscription: €9 per month to have a piece of clothing for children that parents can change when the child grows up and needs another one. In order to be in an economy of functionality and de facto reduce the environmental footprint.

Finally, they have a return system to promote recycling and second-hand use.

Their store is located in Le Châtelain and their advertising campaign aims to promote their new subscription at €9/month.

On the side of the committee, there is no reason to justify refusing the Bonjour Maurice campaign. The brand has no activities refused by the charter and its campaign aims to promote their reversible clothing rental service.


It is a network of professionals in zero-waste consumption. They launched a bulk week to support committed traders, with the support of Brussels Environment and the recovery plan for Wallonia.

The aim of the action is to introduce bulk and zero-waste businesses, with tastings, activities, workshops etc. to raise awareness and encourage people to discover waste-free alternatives.

The objective of the positive advertising campaign is to give visibility to their action in order to bring as many people as possible to it.

The conclusions of the committee are obviously positive. Consom'Action is a non-profit organization whose objective is to raise awareness about a sustainable lifestyle and zero waste. His campaign is therefore legitimately accepted.


The case of WWF is quite similar to that of Consom'Action. WWF is one of the world's largest organizations for the conservation of nature and biodiversity. They have launched more than 3,000 projects in more than 100 countries thanks to the support of 6 million supporters.

At the end of the year, they wanted to launch a campaign to collect donations and continue to finance their various actions.

The subject of the campaign is about the snow leopard, which is an endangered species, and about global warming. Here they make the link between climate change, the snow leopard and the Himalayas, which are the symbol of the fragility of our planet. Different topics that they work on a daily basis.

The committee has nothing to say about WWF. It is an association that has the objective of conserving nature and biodiversity. And no refused activities are present.


Yuma is a Belgian brand of organic crackers made from cricket flour. Their mission is to integrate insects into the daily diet in order to provide sustainable proteins to consumers.

Crickets are a sustainable alternative to meat, because for the same quantity of protein, their production consumes 2000x less water, requires 15x less breeding area and consumes 60x less greenhouse gases than beef.

Their products are labelled organic by EU Label (European organic label). They are sold in various organic stores and at Delhaize. As well as on their eshop.

The committee raised two issues that need attention, but they do not discredit Yuma's values and positive impact:

  1. Crackers contain only 3% cricket flour. So it's not much. Yuma explains this by the fact that crickets must be gradually integrated into the diet; if we go too fast, consumers do not dare to take the plunge.
    Their products remain, even apart from cricket flour, certified organic products.

  2. Crickets, being insects, can be considered animals. We can therefore ask ourselves the question of animal welfare, since they are raised on farms. The Committee is of the opinion that this remark is a bit too far-reaching and does not detract from all the environmental benefits that insect proteins can provide as an alternative to proteins of animal origin.

We don't see activities being refused and we see a positive impact of Yuma crackers, both organically and in terms of promoting cricket flour.

Their positive advertising campaign promoting their crackers is therefore accepted.

Final conclusions

The 4 brands studied in recent weeks all have a real positive impact in the sector in which they work. And none of them have any refused activities covered by our charter. They are therefore all eligible for positive advertising and can launch their campaign.

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