Publicis: Using AI to Combat Greenwashing
Claims such as «sustainable,» «climate-neutral,» and the like will be more strictly regulated in the future. To ensure that advertisers are on the safe side, Publicis is now relying on its own tool to combat greenwashing—one that uses artificial intelligence.
Advertising claims regarding the environmental benefits of products («eco-friendly,» «sustainable,» «climate-neutral,» «recyclable,» etc.) are to be more strictly regulated. With the «Green Claims Directive,» the EU plans to hold companies more accountable in the fight against greenwashing. This means that advertising claims regarding the sustainability of products and services must also be truthful in order to inform consumers rather than confuse them.
If relevant laws come into effect in Germany, companies risk severe penalties if they make false or unverifiable claims about the sustainability of their products. Publicis Groupe spoke out against greenwashing as early as 2009 and has firmly embedded this stance in its corporate policy. To help its clients identify and avoid risks more quickly in the future without completely omitting sustainability aspects from their communications (greenwashing), Publicis Groupe is now also turning to artificial intelligence (AI).
Nine Rules of the ARPP
All Publicis Groupe agencies have access to the anti-greenwashing AI developed by Publicis Sapient. The tool is based on the nine rules of the ARPP (Autorité de Régulation Professionnelle de la Publicité) in France, a self-regulatory body for the advertising industry whose regulations on sustainable development and communication are considered the strictest in Europe. The tool will also be expanded to include the EU Green Claims Directive in the future and is now being used for German-language campaigns as well.
Project teams at Publicis agencies can use the tool’s interface to upload both text and image files and have them reviewed in just a few seconds. The AI analyzes advertising slogans, wording, and visual representations for sustainability claims. In doing so, it understands the connections between the depicted elements—such as products or people—and their respective positive or negative environmental impacts. As a result, it provides critical feedback on which sustainability claims should be explained or supported with additional facts.
