Artificial intelligence is finding applications in numerous facets of the advertising industry, even in the section linked to regulation. Show this is Thunder, a developed model capable of identifying the environmental allegations that incur at risk of Greenwashing.
Has been developed by NETURE IMPACTpositive impact consultant that is part of the network of WPP, and analyze in real time digital assets and sustainability communications of brands to detect Greenwashiing risk.
According to the company in a statement, the tool has trained over more than 25 legal criteria at European level and on a database with more than 15,000 references analyzed by a team of compliance experts in sustainability. In this way, Truegreen is able to offer a Contextual verification complete of each environmental statement.
The objective of the consultant is to offer brands a support tool when adapting their communications to the growing environmental regulations. One of the main initiatives in this field is Green Claims European Directive, approved last year, and with which we seek to eliminate deceptive environmental statements and protect the rights of consumers.
Together with this, other frameworks already in force or in the process of implementation, such as the directive against Greenwashing, the directive on corporate information in sustainability (CSRD), are demanding greater responsibilities to the companys in matters of sustainability communication. If not complying with serious legal, economic and reputational consequences.
The AI model, in addition to analyzing the risk of Greenwashing, also facilitates a Actions plan aimed at correcting communicationSy eliminate deceptive statements. This includes, as explained by Neture Impact, the suppression of incorrect messages, the adaptation of the contents, the expansion of the information presented or the obtaining of certifications that validate their veracity and precision.
“Thruegreen is born in response to the growing regulatory pressure on communication in sustainability“Xavier Vallés, Managing director of Neture Impact, has commented on a communication.”This launch is only the beginning of our continuous commitment to guarantee a freewashing free communication, which allows brands and consumers to relate more authentically and genuinely”,