{"id":1378,"date":"2022-07-04T16:45:56","date_gmt":"2022-07-04T14:45:56","guid":{"rendered":"https:\/\/alinea-avocats.eu\/?p=1378"},"modified":"2022-07-04T16:45:56","modified_gmt":"2022-07-04T14:45:56","slug":"adidas-new-balance-et-les-risques-juridiques-du-marketing-eco-responsable","status":"publish","type":"post","link":"https:\/\/alinea-avocats.eu\/fr\/actualite\/adidas-new-balance-et-les-risques-juridiques-du-marketing-eco-responsable\/","title":{"rendered":"Adidas, New Balance et les risques juridiques du marketing \u00e9co-responsable"},"content":{"rendered":"<p style=\"text-align: justify;\"><b>Le 22 juin 2022, l\u2019association Zero Waste France a d\u00e9pos\u00e9 une plainte contre les marques Adidas et New Balance visant \u00e0 d\u00e9noncer leurs strat\u00e9gies marketings mettant en avant une image \u00e9co-responsable qu\u2019elle consid\u00e8re comme trompeuse.<\/b><\/p>\n<p style=\"text-align: justify;\">Depuis 1997, Zero Waste France a pour mission de lutter contre le gaspillage, notamment par la d\u00e9nonciation des pratiques de greenwashing. En tant que proc\u00e9d\u00e9 marketing, le greenwashing consiste \u00e0 utiliser de mani\u00e8re trompeuse des arguments \u00e9cologiques pour vendre un produit et v\u00e9hiculer une image responsable de l\u2019entreprise.<\/p>\n<p style=\"text-align: justify;\">Dans le cadre de sa plainte, l\u2019association d\u00e9nonce notamment la diffusion par Adidas des slogans \u00ab <em>Made to be remade<\/em> \u00bb et \u00ab <em>End plastic waste<\/em> \u00bb ou encore la cr\u00e9ation par la marque New Balance d\u2019un label \u00ab\u00a0<em>green leaf<\/em>\u00a0\u00bb. En effet, les marques utilisent des propos et symboles renvoyant \u00e0 la nature, cr\u00e9ant selon elle chez le consommateur une confusion autour des r\u00e9elles m\u00e9thodes de production et de recyclage des produits vendus.<\/p>\n<p style=\"text-align: justify;\">L\u2019association estime qu\u2019il s\u2019agirait de man\u0153uvres pouvant induire le consommateur en erreur sur l\u2019impact environnemental des produits et engagements environnementaux des marques, susceptibles de rev\u00eatir la qualification p\u00e9nale de d\u00e9lit de pratiques commerciales trompeuses en vertu de l\u2019article L121-2 et suivants du Code de la consommation, passible de deux ans d\u2019emprisonnement et d\u2019une amende de 300 000 euros.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le 22 juin 2022, l\u2019association Zero Waste France a d\u00e9pos\u00e9 une plainte contre les marques Adidas et New Balance visant \u00e0 d\u00e9noncer leurs strat\u00e9gies marketings mettant en avant une image \u00e9co-responsable qu\u2019elle consid\u00e8re comme trompeuse. Depuis 1997, Zero Waste France a pour mission de lutter contre le gaspillage, notamment par la d\u00e9nonciation des pratiques de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1378","post","type-post","status-publish","format-standard","hentry","category-actualite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas, New Balance et les risques juridiques du marketing \u00e9co-responsable - Alinea, Avocats \u00e0 la Cour<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alinea-avocats.eu\/fr\/actualite\/adidas-new-balance-et-les-risques-juridiques-du-marketing-eco-responsable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adidas, New Balance et les risques juridiques du marketing \u00e9co-responsable - Alinea, Avocats \u00e0 la Cour\" \/>\n<meta property=\"og:description\" content=\"Le 22 juin 2022, l\u2019association Zero Waste France a d\u00e9pos\u00e9 une plainte contre les marques Adidas et New Balance visant \u00e0 d\u00e9noncer leurs strat\u00e9gies marketings mettant en avant une image \u00e9co-responsable qu\u2019elle consid\u00e8re comme trompeuse. 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