{"id":13956,"date":"2025-10-07T21:33:58","date_gmt":"2025-10-07T18:33:58","guid":{"rendered":"https:\/\/cse-net.org\/?p=13956"},"modified":"2025-10-07T21:33:58","modified_gmt":"2025-10-07T18:33:58","slug":"uk-greenwashing-rules-2025-compliance-guide","status":"publish","type":"post","link":"https:\/\/cse-net.org\/fr\/uk-greenwashing-rules-2025-compliance-guide\/","title":{"rendered":"Comment se conformer aux r\u00e8gles britanniques en mati\u00e8re d'\u00e9coblanchiment (2025)"},"content":{"rendered":"<p>En 2025, l'\u00e9coblanchiment est pass\u00e9 du risque de relations publiques \u00e0 la responsabilit\u00e9 juridique. En vertu de la loi sur les march\u00e9s num\u00e9riques, la concurrence et les consommateurs (Digital Markets, Competition and Consumers Act - DMCCA), l'autorit\u00e9 britannique charg\u00e9e de la concurrence et des march\u00e9s (Competition &amp; Markets Authority - CMA) peut d\u00e9sormais infliger directement aux entreprises des amendes allant jusqu'\u00e0 <strong>10% du chiffre d'affaires global<\/strong> pour des all\u00e9gations environnementales trompeuses, sans passer par les tribunaux. Entre-temps, la FCA <strong>r\u00e8gle anti-greenwashing<\/strong> s'applique \u00e0 toutes les entreprises agr\u00e9\u00e9es par la FCA qui font des d\u00e9clarations sur le d\u00e9veloppement durable, avec des r\u00e8gles de d\u00e9nomination, d'\u00e9tiquetage et de divulgation d\u00e9ploy\u00e9es en 2024-2025. L'ASA continue de contr\u00f4ler les publicit\u00e9s et de supprimer les all\u00e9gations trompeuses. L'ensemble de ces changements marque le d\u00e9but d'une nouvelle \u00e8re de responsabilit\u00e9.<\/p>\n<h4><strong>Les avantages d'une bonne gestion des d\u00e9clarations vertes<\/strong><\/h4>\n<ul>\n<li><strong>Protection r\u00e9glementaire :<\/strong> R\u00e9duire l'exposition aux amendes de la CMA et aux mesures de surveillance de la FCA.<\/li>\n<li><strong>Confiance des investisseurs :<\/strong> Des informations align\u00e9es sur les DTS et des affirmations justes, claires et non trompeuses renforcent la confiance.<\/li>\n<li><strong>R\u00e9silience de la marque :<\/strong> \u00c9viter les d\u00e9cisions de l'ASA et les atteintes \u00e0 la r\u00e9putation dues \u00e0 un retrait ou \u00e0 une censure publique.<\/li>\n<li><strong>Clart\u00e9 op\u00e9rationnelle :<\/strong> Les preuves et la gouvernance bas\u00e9es sur le cycle de vie permettent de r\u00e9p\u00e9ter les affirmations sur tous les march\u00e9s (Royaume-Uni\/UE\/\u00c9tats-Unis).<\/li>\n<\/ul>\n<h4><strong>\u00c9tapes pratiques, outils et meilleures pratiques<\/strong><\/h4>\n<ol>\n<li><strong>Cartographier chaque demande<\/strong> (publicit\u00e9s, emballages, site web, dossiers d'investisseurs). Classer les donn\u00e9es comme absolues (\"neutre en carbone\", \"z\u00e9ro \u00e9mission\") ou qualifi\u00e9es (\"empreinte r\u00e9duite par rapport au mod\u00e8le 2022\").<\/li>\n<li><strong>\u00c9tayer par des preuves solides.<\/strong> Utiliser des m\u00e9thodes bas\u00e9es sur le cycle de vie et des donn\u00e9es v\u00e9rifiables ; s'aligner sur les tendances de l'UE (directive \"Empowering Consumers\" et directive \"Green Claims\") si vous exercez des activit\u00e9s transfrontali\u00e8res.<\/li>\n<li><strong>\u00c9crire pour le consommateur \"moyen + motiv\u00e9 par l'\u00e9cologie\".<\/strong> L'AMC traite les consommateurs soucieux de l'environnement comme des personnes potentiellement vuln\u00e9rables, ce qui permet d'\u00e9viter toute ambigu\u00eft\u00e9.<\/li>\n<li><strong>R\u00e9gir la d\u00e9nomination et les \u00e9tiquettes.<\/strong> Si vous utilisez des labels\/termes de durabilit\u00e9 dans des produits financiers, assurez-vous qu'ils r\u00e9pondent aux attentes de la FCA SDR et qu'ils sont accompagn\u00e9s d'informations.<\/li>\n<li><strong>Instaurer des examens par l'\u00e9quipe rouge.<\/strong> Demander au service juridique\/conformit\u00e9 de v\u00e9rifier la copie marketing ; conserver une piste d'audit des preuves et des signatures.<\/li>\n<li><strong>Surveiller et rem\u00e9dier \u00e0 la situation.<\/strong> Si l'ASA se prononce contre une all\u00e9gation, supprimez-la ou nuancez-la sur tous les canaux, ne vous contentez pas de modifier une seule publicit\u00e9.<\/li>\n<li><strong>Formez vos \u00e9quipes.<\/strong> Renforcer les comp\u00e9tences du personnel de l'UE\/du Royaume-Uni charg\u00e9 du marketing, du droit et du d\u00e9veloppement durable en ce qui concerne les r\u00e8gles de 2025 et les tendances jurisprudentielles.<\/li>\n<\/ol>\n<h4><strong>Erreurs courantes \u00e0 \u00e9viter (avec exemples)<\/strong><\/h4>\n<ul>\n<li><strong>\"100% durable\" sans contexte :<\/strong> L'ASA a estim\u00e9 que les all\u00e9gations non qualifi\u00e9es de \"carburant aviation durable 100%\" pouvaient induire en erreur, car les \u00e9missions tout au long du cycle de vie subsistent. Il faut toujours expliquer les limites et les impacts.<\/li>\n<li><strong>Revendications ambigu\u00ebs concernant les v\u00e9hicules \u00e9lectriques et hybrides :<\/strong> Des phrases telles que \"jusqu'\u00e0 80% de conduite \u00e9lectrique en ville\" induisent en erreur sans m\u00e9thodologie. Fournir les conditions d'essai, le champ d'application et les comparateurs.<\/li>\n<li><strong>Plastiques \"\u00e9cologiques\" :<\/strong> Les affirmations absolues telles que \"bouchon \u00e9cologique\" ou \"bouteille recycl\u00e9e 100%\" (alors que les bouchons\/\u00e9tiquettes ne le sont pas) risquent d'\u00eatre contest\u00e9es ; il convient donc de les qualifier avec pr\u00e9cision.<\/li>\n<\/ul>\n<h4><strong>Applications r\u00e9elles et signaux de cas<\/strong><\/h4>\n<ul>\n<li><strong>CMA : des conseils aux sanctions.<\/strong> Depuis <strong>6 avril 2025<\/strong>En vertu de la nouvelle loi, la CMA peut directement enqu\u00eater, exiger des engagements, ordonner des mesures correctives et imposer des amendes pouvant atteindre 10% du chiffre d'affaires mondial, ce qui raccourcit consid\u00e9rablement les d\u00e9lais de mise en \u0153uvre. Il faut s'attendre \u00e0 ce que les premi\u00e8res affaires ciblent les d\u00e9clarations inexactes flagrantes et objectives.<\/li>\n<li><strong>FCA : SDR et r\u00e9gime d'\u00e9tiquetage.<\/strong> La r\u00e8gle contre l'\u00e9coblanchiment est efficace <strong>31 mai 2024<\/strong> avec des r\u00e8gles progressives en mati\u00e8re de d\u00e9nomination et de commercialisation et un all\u00e8gement limit\u00e9 par le biais d'un syst\u00e8me d'\u00e9change de quotas d'\u00e9mission de gaz \u00e0 effet de serre. <strong>Avril 2025<\/strong> \u00e0 mettre en \u0153uvre ; les entreprises devraient maintenant \u00eatre align\u00e9es.<\/li>\n<li><strong>ASA : Les lacunes en mati\u00e8re d'application de la loi soulignent l'urgence de la situation.<\/strong> Unearthed (mai 2025) a montr\u00e9 que certaines marques ont r\u00e9it\u00e9r\u00e9 leurs affirmations malgr\u00e9 les d\u00e9cisions rendues, soulignant ainsi la n\u00e9cessit\u00e9 d'un contr\u00f4le interne et d'un processus de retrait rapide.<\/li>\n<\/ul>\n<h4><\/h4>\n<h4><strong>FAQ<\/strong><\/h4>\n<p><strong>Qu'est-ce que l'\u00e9coblanchiment en termes simples ?<\/strong><br \/>\nC'est lorsqu'une entreprise <strong>sur\u00e9value ou d\u00e9nature<\/strong> les avantages environnementaux - en utilisant des termes vagues (\"respectueux de l'environnement\"), en omettant les incidences sur le cycle de vie ou en pr\u00e9sentant des all\u00e9gations inv\u00e9rifiables - induisent en erreur les consommateurs ou les investisseurs. En 2025, les r\u00e9gulateurs britanniques (CMA\/FCA\/ASA) s'attaquent activement \u00e0 ce probl\u00e8me.<\/p>\n<p><strong>Combien de temps faut-il pour pr\u00e9parer une \u00e9quipe \u00e0 la conformit\u00e9 ?<\/strong><br \/>\nLa plupart des entreprises peuvent <strong>niveau de r\u00e9f\u00e9rence dans 4 \u00e0 8 semaines<\/strong>Les portefeuilles complexes (multi-march\u00e9s ou produits financiers) peuvent n\u00e9cessiter un trimestre pour s'aligner sur la DTS et mettre en place des contr\u00f4les r\u00e9currents. Les portefeuilles complexes (multi-march\u00e9s ou produits financiers) peuvent n\u00e9cessiter un trimestre pour s'aligner sur la DTS et mettre en place des contr\u00f4les r\u00e9currents.<\/p>\n<p><strong>La ma\u00eetrise de la lutte contre le blanchiment d'argent en vaut-elle la peine pour l'\u00e9volution de la carri\u00e8re ?<\/strong><br \/>\nOui. La demande augmente pour les sp\u00e9cialistes du marketing, les responsables du d\u00e9veloppement durable et les juristes qui peuvent <strong>conception, preuves et gouvernance<\/strong> des all\u00e9gations \u00e9cologiques conformes aux r\u00e9gimes du Royaume-Uni et de l'UE - des comp\u00e9tences qui r\u00e9duisent les risques et renforcent la confiance dans la marque.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>S'inscrire \u00e0 notre programme de formation europ\u00e9en<\/strong><\/h4>\n<p>Am\u00e9liorez la capacit\u00e9 de votre \u00e9quipe \u00e0 faire <strong>des affirmations pr\u00e9cises et d\u00e9fendables en mati\u00e8re de durabilit\u00e9<\/strong> et s'aligner sur les attentes du Royaume-Uni et de l'UE.<\/p>\n<p><a href=\"https:\/\/l.oveit.com\/events\/embed?id=f34839c482&amp;_gl=1*1982wvy*_gcl_au*MTQyNTk3NzE4OS4xNzU5NzU2Mjk2*_ga*ODMwNjQ0MjI0LjE3MTQ3MzY1OTI.*_ga_ZQVN22WE09*czE3NTk4NTYwNjIkbzEyMDQkZzEkdDE3NTk4NjE1NTIkajYwJGwwJGgxMTQxOTExNzc0\">S'inscrire<\/a> dans le CST<a href=\"https:\/\/cse-net.org\/fr\/trainings\/europe-sustainability-esg-course-cohort2-2\/\"> <strong>Programme des praticiens certifi\u00e9s en mati\u00e8re de d\u00e9veloppement durable - \u00e9dition avanc\u00e9e<\/strong> (cohorte de l'UE)<\/a>.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Greenwashing moved from PR risk to legal liability in 2025. Under the Digital Markets, Competition and Consumers Act (DMCCA), the UK Competition &amp; Markets Authority (CMA) can now directly fine firms up to 10% of global turnover for misleading environmental claims\u2014without going to court. Meanwhile the FCA\u2019s anti-greenwashing rule applies to all FCA-authorised firms making [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":13958,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1594,1843,1844,28,33,34,35,1283,1286,1414,1574,1587],"tags":[2366,2357,2358,2359,2360,2361,2362,2363,2364,2365],"class_list":["post-13956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-esg-investment","category-green-skils","category-green-skills","category-news","category-corporate-sustainability","category-sustainability","category-sustainability-training","category-sustainability-reporting-services","category-strategies-with-an-impact","category-esg-reporting","category-north-america","category-canada","tag-greenwashing-examples-uk","tag-uk-greenwashing-rules","tag-green-claims-compliance","tag-2025-cma-fca-regulations","tag-anti-greenwashing-law-uk","tag-sustainability-marketing-law","tag-sdr-fca-compliance","tag-cma-fines-2025","tag-asa-advertising-rules-uk","tag-esg-regulation-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>UK Greenwashing Rules 2025: Compliance &amp; Fines Explained<\/title>\n<meta name=\"description\" content=\"Learn how to comply with UK greenwashing rules in 2025. 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