Green Project is a pioneering self-regulatory initiative on the Polish market launched to promote ethical communication and advertising in terms of environmental responsibility and sustainable development. As a result, it also prevents greenwashing.

Together with our members and organizations supporting our activities we are building solid foundations for self-regulation in the area of declarations for “eco” products and services. Our initiative is in line with the European Commission’s activities. In addition, as part of the Green Project, we carry out promotional and educational activities focused on topics related to responsibility and protection of our planet. In 2021, we have been working to introduce an annex to the Code of Ethics in Advertising dedicated to ethical advertising and communication in this respect.

READ MORE > Show Less


How to recognize GREENWASHING messages

  • They do not provide evidence or they provide it in a way that is not supported by available sources. They do not provide certificates issued by acclaimed institutions.
  • They communicate in an imprecise manner. They use taglines and statements that the consumer may perceive as emotional or even irrational (e.g. “chemical-free product”, “100% natural”).
  • They use jargon and unscientific terminology.
  • They use terms that are incomprehensible to consumers, terms specially created for the purposes of a given communication.
  • They cite non-existent certificates or certificates created for a particular brand.
  • They use labels, stamps, seals or colours that falsely suggest the green aspect of a product, brand or a company.
  • They manipulate the data. They present data that are not relevant to the consumer or applicable regulations.
  • They lie; they provide false information, including unlawfully used markings and certificates, and provide untrue data on the recycled content or product recyclability.
  • They are based on the so-called lesser of two evils principle. They emphasize that a given product or brand stands out in a positive way from a given category, which, however, is actually harmful to the environment as a whole.
  • They imply that a given product or brand complies with the principles of environmental protection, but they present only a part of its cycle and fail to take into account the entire environmental impact resulting from the process of production, use and waste disposal.

If you see an advertisement that violates these provisions and misleads consumers, please react!

MORE INFORMATIONS:    Biuro Rady Reklamy        +48 22 621 31 94

Biuro Rady Reklamy

  +48 22 621 31 94


Robert Wielgo, Member of the Management Board and CMO, IAB Poland

“If you want to change the world, start with yourself. With this idea in mind, we have come to the conclusion that it is high time to regulate environmental communication in terms of ethics, in the form of self-regulation of the advertising industry.”
We are proud that by taking up this challenge, we have become pioneers of self-regulation with respect to greenwashing. Extensive qualifications of our members and arbiters allow us to effectively advise entrepreneurs by showing them how to avoid misstatements in environmental advertising. What is more, we have launched the CopyAdvice service from which they can benefit. There is still plenty of work to be done. Thus, we invite all interested businesses to start cooperating with the Advertising Council and join the elite group of entities that value ethics in advertising and communication most. Importantly, environmental advertising is of key significance not only to the marketing activities, but also to our planet.

READ MORE > Show Less
Alicja Michałowska, lawyer, Food Law Centre

“We believe that engagement in activities aimed at the welfare of the Earth is the only right direction for organizations to achieve sustainable and ethical growth.
The Food Law Centre is a law firm specializing in food law and related fields. We support companies from the food industry by providing them with comprehensive and effective legal assistance. The scope of our activity includes, among others, drafting legal analyses, conducting administrative proceedings before food control authorities and verification of labelling, presentation and advertising of foodstuffs, taking into account also declarations regarding ecology in its broadest sense. Seeing how much importance consumers place on the environmental aspects of their daily purchasing choices, we believe that commitment to activities aimed at the welfare of our planet, the Earth, is the only right direction to be followed by organizations to achieve sustainable and ethical growth.”

READ MORE > Show Less
Mikołaj Janicki, CEO Pro Duct
BBF sp. z o.o.

“Our intention is to become a conscious communication bridge between the world of marketing and ecology. By providing our positive input, using our resources, we can exert a huge, positive influence on changing things for the better.
WIt’s worth having your own voice. Exercising influence on yourself and those around you. Awareness of environmental changes made by men and the destructive impact of these changes on our planet is obvious for any conscious person. We may worry, deceive ourselves and get frustrated thinking about the world we will leave for our children. We may also ignore it or lie to ourselves that it’s not true, that it’s not me or others… or drown in eco-depression thinking it’s too late or that we don’t have the driving force to do anything anyway. I do know I want to have an impact, at least try to change things for the better…. I am frustrated by lack of action, complaining or denying our own influence. I am not “the mighty of this world”, yet I do know that my contribution counts, for the world, for me. Being in the world of communication, marketing and advertising and claiming to have no power is hypocrisy. We have competences used to create convictions, influence decisions, build awareness, and yet when it comes to such a common, positive and close matter as ecological responsibility we bury our heads in the sand and become helpless? No! We do have influence! I ask you to join our initiative where we, marketers, fight for a clean world. For responsible development. Yes! We can consume without destroying, contributing to prosperity. It is enough to change our attitude, consume responsibly and remember that the money we pay is not everything – there is also the price of consumed water and the carbon footprint of each production process (my personal proposal is to introduce prices in these 3 units – money, water consumption and carbon footprint). It would be easier to understand why 1 kilo of plant protein is better than 1 kilo of beef protein. And if I like meat, I need to pay for it… Examples abound, but that’s not the point here. Our intention is to become a conscious communication bridge between the world of marketing and ecology. By providing our positive input, using our resources, we can exert a huge, positive influence on changing things for the better. It’s within our reach!”

READ MORE > Show Less