Every year, during the quieter Christmas period, I decide to take some time out to read a lengthy document that I don't have time for when the business is in full swing. This year, I chose the «ADEME anti-greenwashing guide 2025 edition» (62 pages - PDF), entirely updated by specialists in the field. Mathieu Jahnich and Valérie Martin. In this article, we'll share with you what we've learned for your emails.
Download ADEME's anti-greenwashing guide - 2025 edition (62 pages - PDF) : https://librairie.ademe.fr/societe-et-politiques-publiques/8839-guide-anti-greenwashing-de-l-ademe-edition-2025-9791029724312.html
As an agency, Badsender is jointly responsible for
The guide is aimed at all players: companies (all sizes and sectors), professional federations, service providers (agencies, freelancers, advertising agencies, media distributors, etc.). As an emailing and CRM agency, Badsender is part of this chain of responsibility.
Email is one of the media affected by greenwashing
In this guide, it is written in black and white that email is concerned: «All media are concerned: advertising, social networks, web content, packaging, commercial newsletters, public statements...».»
The rules therefore fully apply to email campaigns and newsletters.
Compliance is one of our pillars at Badsender
Greenwashing is against the law These include the Consumer Code, the Climate and Resilience Act, the AGEC Act and the forthcoming European «Ecological Transition» directive.
The risks are real and multiple for us and our customers: legal risks, financial risks (fines, compliance injunctions, obligation to inform customers), image risks.
So we need to be as alert to this as we are to email accessibility, spam practices and cold emailing.
Helping you communicate with clarity and impact
Your emails deserve clear, sincere and effective messages. By mastering the anti-greenwashing rules, we help you to :
Avoid deceptive practices in your emails:
- Replace vague promises with precise, measurable arguments
- Transform global formulas such as «ecological product» into precise and justifiable arguments such as «manufactured with 20% less plastic».»
- Highlight your true commitments without going overboard
Comply with legal requirements:
- Build messages that are fair, proportionate and supported by accessible evidence
- Identify forbidden terms such as «biodegradable», «carbon-neutral» without proof...
- Structure claims that require detailed justification or a basis for comparison, such as «recyclable», «compostable», «more sustainable», etc.
Help you design emails that reflect your real commitments
Beyond words, we ensure the visual coherence of your communications. Visual elements must faithfully reflect your real commitments without exaggerating :
- Avoid inappropriate depictions of natural elements
- Be aware of prohibited visual representations (such as a car alone in the middle of a mountain)
- Spot fake labels: logos created in-house that look like official labels
- Use pictograms wisely: planet, leaf, tree without any real justification, may suggest an unjustified environmental impact.
- Avoid 🌿🌍🌊☀️🐻 emojis, which can also be misleading and, what's more, contravene email accessibility rules.
To meet the challenge of email format
Email is a disposable, short-term channel, which can increase the risk of greenwashing. It must be convincing in a few seconds. The writing must therefore be straight to the point:
- The temptation to use shortened, all-encompassing formulas is stronger
- Limited space makes nuance and detailed explanations difficult
- The fight against greenwashing, like the new narratives, requires pedagogy, emails that can be longer and more verbose if the writing and design are poorly crafted.
Conclusion
At Badsender, compliance and ethics are part of our DNA. As we support you in accessibility (European Accessibility Act), consent (optin, opening pixel), anti-spam and rejecting cold emailing, We're constantly enhancing our skills to offer you the best possible service.
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