Plastics Europe — Jury d'Éthique Publicitaire (JEP): Belgian JEP clears Plastics Europe over sustainability ad
On 18 December 2025, the Belgian Jury d'Éthique Publicitaire (JEP) reviewed a complaint against Plastics Europe's advertising campaign "PlasticMakesItPossible" alleging greenwashing. The JEP found that the campaign, which included a slogan about enabling a sustainable future and directed viewers to a website for full information, did not contain misleading environmental claims and was aimed at raising awareness among policymakers rather than consumers.
Jury d'Éthique Publicitaire (JEP)
Date Added
25 October 2026 at 00:11:42
Why it matters
This decision clarifies compliance expectations for environmental marketing claims by industry associations, emphasizing the importance of transparency and context, such as providing detailed information via linked websites. Advertisers should ensure that sustainability slogans reflect aspirational goals without making absolute claims and that campaigns targeting policymakers are clearly distinguished from consumer marketing.
Cite this case: EcoAppraise (2026) 'Plastics Europe — Jury d'Éthique Publicitaire (JEP): Belgian JEP clears Plastics Europe over sustainability ad', Global Enforcement & Advisory Registry. Available at: https://www.ecoappraise.com/cases/plastics-europe-—-jury-déthique-publicitaire-jep-belgian-jep-clears-plastics-europe-over-sustainability-ad (Accessed: 29 October 2026). Original source: Jury d'Éthique Publicitaire (JEP), 18 December 2025.
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