{"id":336,"date":"2026-10-04T00:35:45","date_gmt":"2026-10-03T22:35:45","guid":{"rendered":"https:\/\/thatdog.fr\/index.php\/rse-video-sans-greenwashing\/"},"modified":"2026-10-04T00:35:45","modified_gmt":"2026-10-03T22:35:45","slug":"rse-video-sans-greenwashing","status":"publish","type":"post","link":"https:\/\/thatdog.fr\/index.php\/rse-video-sans-greenwashing\/","title":{"rendered":"Parler de vos engagements RSE en vid\u00e9o sans tomber dans le greenwashing"},"content":{"rendered":"<p>\u00ab Notre emballage est \u00e9cologique. \u00bb Quatre mots, un joli plan de for\u00eat en fond, et vous voil\u00e0 peut-\u00eatre en infraction. Depuis le 27 septembre 2026, les nouvelles r\u00e8gles europ\u00e9ennes contre le greenwashing sont applicables. Bonne nouvelle : la meilleure parade est aussi la plus efficace en vid\u00e9o, celle qui montre des preuves.<\/p>\n<h2 class=\"wp-block-heading\">Ce que dit d\u00e9j\u00e0 le droit fran\u00e7ais<\/h2>\n<p>Pas besoin d\u2019attendre l\u2019Europe pour \u00eatre concern\u00e9. Le code de la consommation sanctionne les pratiques commerciales trompeuses, y compris sur l\u2019impact environnemental d\u2019un produit ou d\u2019un service. Les peines peuvent aller jusqu\u2019\u00e0 300 000 \u20ac d\u2019amende, un montant qui peut \u00eatre port\u00e9 \u00e0 80 % des d\u00e9penses de la publicit\u00e9. La loi Climat et r\u00e9silience encadre aussi l\u2019all\u00e9gation de \u00ab neutralit\u00e9 carbone \u00bb : l\u2019entreprise doit rendre accessibles ses \u00e9missions, sa d\u00e9marche de r\u00e9duction et la place des compensations.<\/p>\n<h2 class=\"wp-block-heading\">Ce qui change avec la directive 2024\/825<\/h2>\n<p>Cette directive europ\u00e9enne (dite \u00ab Empowering Consumers \u00bb) devait \u00eatre transpos\u00e9e avant le 27 mars 2026 et s\u2019applique depuis le <strong>27 septembre 2026<\/strong>. Elle vise les pratiques commerciales \u00e0 l\u2019\u00e9gard des consommateurs et interdit notamment :<\/p>\n<ul class=\"wp-block-list\">\n<li>les <strong>all\u00e9gations g\u00e9n\u00e9riques<\/strong> (\u00ab \u00e9cologique \u00bb, \u00ab respectueux de l\u2019environnement \u00bb, \u00ab vert \u00bb) sans excellence environnementale reconnue ;<\/li>\n<li>les <strong>labels de durabilit\u00e9<\/strong> qui ne reposent pas sur une certification par un tiers ou une autorit\u00e9 ;<\/li>\n<li>les <strong>all\u00e9gations de neutralit\u00e9 carbone<\/strong> fond\u00e9es uniquement sur de la compensation ;<\/li>\n<li>les <strong>promesses futures<\/strong> (\u00ab neutres en 2040 \u00bb) sans engagements clairs, mesurables et v\u00e9rifi\u00e9s par un expert ind\u00e9pendant.<\/li>\n<\/ul>\n<p>Attention, c\u00f4t\u00e9 France : selon les sources consult\u00e9es d\u00e9but octobre 2026, la loi de transposition (le projet de loi \u00ab DDADUE \u00bb) n\u2019\u00e9tait pas finalis\u00e9e, et la DGCCRF a indiqu\u00e9 ne pas contr\u00f4ler sur la base de la directive tant qu\u2019elle n\u2019est pas transpos\u00e9e. Cela ne vous autorise rien : les r\u00e8gles fran\u00e7aises existantes continuent de s\u2019appliquer.<\/p>\n<h2 class=\"wp-block-heading\">Et la directive \u00ab Green Claims \u00bb ?<\/h2>\n<p>Ne la confondez pas. Il s\u2019agit d\u2019une autre proposition de la Commission (2023), qui aurait oblig\u00e9 \u00e0 prouver et faire v\u00e9rifier les all\u00e9gations environnementales avant publication. Elle n\u2019a jamais \u00e9t\u00e9 adopt\u00e9e : les n\u00e9gociations ont \u00e9t\u00e9 interrompues en juin 2025 et, d\u2019apr\u00e8s les sources consult\u00e9es, elle reste en suspens. <strong>Elle ne s\u2019applique donc pas aujourd\u2019hui.<\/strong> La directive 2024\/825, elle, est bel et bien en vigueur.<\/p>\n<h2 class=\"wp-block-heading\">En vid\u00e9o : comment parler de vos engagements sans d\u00e9rapage<\/h2>\n<figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th>\u00c0 \u00e9viter<\/th>\n<th>\u00c0 pr\u00e9f\u00e9rer<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u00ab Nous sommes une entreprise verte \u00bb<\/td>\n<td>\u00ab Depuis 2023, notre atelier fonctionne avec de l\u2019\u00e9lectricit\u00e9 renouvelable \u00bb (exemple fictif, \u00e0 remplacer par un fait v\u00e9rifiable)<\/td>\n<\/tr>\n<tr>\n<td>Un plan de for\u00eat sans lien avec votre activit\u00e9<\/td>\n<td>Vos lieux, vos \u00e9quipes, votre d\u00e9marche r\u00e9elle<\/td>\n<\/tr>\n<tr>\n<td>\u00ab Neutre en carbone \u00bb gr\u00e2ce \u00e0 la compensation<\/td>\n<td>R\u00e9duction mesur\u00e9e, compensation pr\u00e9sent\u00e9e comme compl\u00e9ment<\/td>\n<\/tr>\n<tr>\n<td>Un logo maison qui ressemble \u00e0 un label<\/td>\n<td>Un label officiel, avec son nom et son p\u00e9rim\u00e8tre<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<div class=\"tdp-tip\">\n<p><strong>Astuce<\/strong> Avant de tourner, faites la liste de chaque phrase d\u2019engagement avec sa preuve : un chiffre, une date, un p\u00e9rim\u00e8tre, un document. Ce qui n\u2019a pas de preuve ne passe pas dans le script. Gardez ce dossier avec le film.<\/p>\n<\/div>\n<h2 class=\"wp-block-heading\">Cinq r\u00e9flexes pour une communication sinc\u00e8re<\/h2>\n<ol class=\"wp-block-list\">\n<li><strong>Montrez des actions<\/strong>, pas des intentions : un atelier, un processus, une personne qui explique.<\/li>\n<li><strong>Pr\u00e9cisez le p\u00e9rim\u00e8tre<\/strong> : un produit, un site, une activit\u00e9, pas \u00ab toute l\u2019entreprise \u00bb si ce n\u2019est pas le cas.<\/li>\n<li><strong>Donnez des chiffres dat\u00e9s<\/strong> et la source, \u00e0 l\u2019oral comme en sous-titre.<\/li>\n<li><strong>Assumez ce qui reste \u00e0 faire<\/strong> : une d\u00e9marche honn\u00eate fait plus confiance qu\u2019un tableau parfait.<\/li>\n<li><strong>Faites parler les \u00e9quipes<\/strong> : leurs mots sont plus cr\u00e9dibles qu\u2019un slogan, et ils sont aussi bons pour votre marque employeur.<\/li>\n<\/ol>\n<h2 class=\"wp-block-heading\">Pour aller plus loin<\/h2>\n<p>Cet article donne des rep\u00e8res g\u00e9n\u00e9raux et ne remplace pas un conseil juridique. Le sujet \u00e9volue vite : v\u00e9rifiez l\u2019\u00e9tat de la transposition en France avant toute campagne.<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/FR\/TXT\/?uri=CELEX:32024L0825\" target=\"_blank\" rel=\"noopener\">EUR-Lex : directive (UE) 2024\/825<\/a><\/li>\n<li><a href=\"https:\/\/www.economie.gouv.fr\/files\/files\/directions_services\/dgccrf\/media-document\/webinaire-dgccrf-greenwashing-tout-savoir-sur-les-nouvelles-regles-20260612.pdf\" target=\"_blank\" rel=\"noopener\">DGCCRF : webinaire \u00ab Greenwashing, tout savoir sur les nouvelles r\u00e8gles \u00bb (juin 2026)<\/a><\/li>\n<\/ul>\n<p>Filmer un engagement sinc\u00e8re, c\u2019est filmer ce qui existe : un geste, un lieu, une voix. C\u2019est exactement le terrain d\u2019une vid\u00e9o tourn\u00e9e chez vous, avec le temps de poser les questions qui comptent. Pour structurer le r\u00e9cit, voyez notre article sur <a href=\"https:\/\/thatdog.fr\/index.php\/film-institutionnel-presenter-entreprise-90-secondes\/\">le film institutionnel<\/a>.<\/p>\n<div class=\"tdp-cta\">\n<p><strong>Racontez vos engagements, preuves \u00e0 l\u2019appui<\/strong><br \/>Parlons de ce que vous faites vraiment : nous le mettons en images, sans fard ni slogan.<\/p>\n<p><a href=\"https:\/\/thatdog.fr\/#contact\">Demander un devis \u2192<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Loi Climat et r\u00e9silience, directive 2024\/825 applicable depuis le 27 septembre 2026, Green Claims en suspens : ce qu\u2019on peut dire, comment le montrer et le prouver.<\/p>\n","protected":false},"author":1,"featured_media":335,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[21],"tags":[23,14,19,8],"class_list":["post-336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-regles-droits","tag-juridique","tag-marque-employeur","tag-strategie","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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