{"id":3516,"date":"2025-10-08T14:04:10","date_gmt":"2025-10-08T14:04:10","guid":{"rendered":"https:\/\/reverterindustries.com\/nosaltres-ca\/greenwashing\/"},"modified":"2025-10-09T17:54:25","modified_gmt":"2025-10-09T17:54:25","slug":"greenwashing","status":"publish","type":"post","link":"https:\/\/reverterindustries.com\/ca\/sostenibilidad-ca\/greenwashing\/","title":{"rendered":"Greenwashing: qu\u00e8 \u00e9s, exemples i com evitar-ho"},"content":{"rendered":"<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">La teva marca comunica sostenibilitat i vols fer-ho b\u00e9? En aquest article explico qu\u00e8 \u00e9s el greenwashing, per qu\u00e8 \u00e9s un risc real, exemples habituals i com evitar-lo amb normes i bones pr\u00e0ctiques verificables.<\/div>\n<\/div>\n<\/div>\n<h2 data-start=\"567\" data-end=\"611\">\u00bf<span style=\"letter-spacing: 0px;\">Qu\u00e8 \u00e9s Greenwashing?<\/span><\/h2>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">El\u00a0<strong>greenwashing<\/strong>\u00a0ocorre quan una empresa comunica beneficis ambientals <strong>exagerats, vagues o no demostrats<\/strong>, induint a error al consumidor. Nacions Unides ho descriu com a t\u00e0ctiques que desvien l&#8217;atenci\u00f3 de l&#8217;acci\u00f3 clim\u00e0tica real; la <strong>UE<\/strong>, la\u00a0<strong>FTC<\/strong>\u00a0(els EUA) i la\u00a0<strong>CMA<\/strong> (el Regne Unit) ho aborden amb regles i guies espec\u00edfiques. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.un.org\/en\/climatechange\/science\/climate-issues\/greenwashing?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between absolute\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">United Nations &#8211; Greenwashing<\/span><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<blockquote>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">\u201cPromeses ambientals: vera\u00e7os, concretes i comprovables.\u201d<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<hr data-start=\"1069\" data-end=\"1072\" \/>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<h2 class=\"form-control second-textarea\">Greenwashing vs. comunicaci\u00f3 responsable<\/h2>\n<\/div>\n<\/div>\n<ul data-start=\"1130\" data-end=\"1736\">\n<li data-start=\"1130\" data-end=\"1399\">\n<p data-start=\"1132\" data-end=\"1399\"><strong data-start=\"1132\" data-end=\"1148\">Greenwashing<\/strong>: expressions gen\u00e8riques (\u201ceco\u201d, \u201camigable amb el planeta\u201d), etiquetes no verificades, o \u201cneutralitat de carboni\u201d sense metodologia transparent. Reguladors les consideren enganyoses si no hi ha proves accessibles. <span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.gov.uk\/government\/publications\/green-claims-code-making-environmental-claims\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Green claims code: making environmental claims<\/span><\/span><\/span><\/a><\/span><\/span><\/p>\n<\/li>\n<li data-start=\"1400\" data-end=\"1736\">\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\"><strong>Comunicar b\u00e9:<\/strong> afirmar fets concrets recolzats per evid\u00e8ncia verificable (p. ex., \u201c50% PET reciclatge, certificaci\u00f3 X, informe t\u00e8cnic p\u00fablic\u201d). La norma ISO 14021 regula les autodeclaracions ambientals: termes permesos, com justificar-los i com verificar-los. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.iso.org\/standard\/66652.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">iso.org<\/span><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<hr data-start=\"1738\" data-end=\"1741\" \/>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<h2 class=\"form-control second-textarea\">Exemples de Greenwashing<\/h2>\n<\/div>\n<\/div>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<ol>\n<li class=\"form-control second-textarea\"><strong>Termes buits:<\/strong> \u201c100% verd\u201d, \u201crespectu\u00f3s amb el planeta\u201d sense dades, metodologia o abast (producte, env\u00e0s, log\u00edstica).<\/li>\n<li class=\"form-control second-textarea\"><strong>Segells inventats o poc clars:<\/strong> icones de fulla o \u201cress\u00f2\u201d sense organisme acreditador ni criteris p\u00fablics.<\/li>\n<li class=\"form-control second-textarea\"><strong>Compensacions opaques:<\/strong> prometre \u201czero emissions\u201d sense detallar c\u00e0lcul, l\u00edmits de l&#8217;abast i verificaci\u00f3 independent. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.europarl.europa.eu\/thinktank\/en\/document\/EPRS_BRI%282023%29753958\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">&#8216;Green claims&#8217; directive: Protecting consumers from greenwashing<\/span><\/span><\/span><\/a><\/li>\n<li class=\"form-control second-textarea\"><strong>Omissions rellevants:<\/strong> destacar \u201creciclable\u201d quan no existeix infraestructura local per a reciclar-ho en la pr\u00e0ctica.\n<div class=\"traductor-checkbox form-group\"><\/div>\n<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<blockquote>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">\u201cSi no pots provar-ho i explicar-ho, no \u00e9s un bon claim.\u201d<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<hr data-start=\"2523\" data-end=\"2526\" \/>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<h2 class=\"form-control second-textarea\">Normativa i est\u00e0ndards que has de con\u00e8ixer<\/h2>\n<\/div>\n<\/div>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<ul>\n<li class=\"form-control second-textarea\"><strong>UE \u2014 Directiva (UE) 2024\/825<\/strong> (Empowering Consumers): prohibeix afirmacions ambientals gen\u00e8riques sense manteniment, etiquetes no verificades i comparacions enganyoses. Els Estats membres han d&#8217;aplicar-la abans de 2026. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/eur-lex.europa.eu\/eli\/dir\/2024\/825\/oj\/eng\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">DIRECTIVE (EU) 2024\/825 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL<\/span><\/span><\/span><\/a><\/li>\n<li>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\"><strong>UE \u2014 Iniciativa \u201cGreen\u00a0Claims\u201d:<\/strong> proposta (en evoluci\u00f3) per a exigir proves verificables i m\u00e8todes comuns en fonamentar\u00a0claims; seguiment i estat oficial.<\/div>\n<\/div>\n<\/div>\n<div class=\"traductor-checkbox form-group\"><\/div>\n<p><span class=\"\" data-state=\"closed\"><span class=\"ms-1 inline-flex max-w-full items-center relative top-[-0.094rem] animate-[show_150ms_ease-in]\" data-testid=\"webpage-citation-pill\"><a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/environment.ec.europa.eu\/topics\/circular-economy\/green-claims_en\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between absolute\"><span class=\"-me-1 flex h-full items-center rounded-full px-1 text-[#8F8F8F]\">Green claims<\/span><\/span><\/span><\/a><\/span><\/span><\/li>\n<li><strong>Els EUA \u2014 FTC Green Guides:<\/strong> principis de publicitat vera\u00e7 per a termes com a \u201creciclable\u201d, \u201cbiodegradable\u201d, \u201ccompostable\u201d o \u201cneutralitat\u201d. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/news-events\/topics\/truth-advertising\/green-guides\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission &#8211; Green Guides<\/span><\/span><\/span><\/a><\/li>\n<li><strong>El Regne Unit \u2014 CMA Green Claims Code:<\/strong> 6 principis (vera\u00e7, clar, sense omissions, comparacions justes, cicle de vida i proves). <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.gov.uk\/government\/publications\/green-claims-code-making-environmental-claims\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Green claims code: making environmental claims<\/span><\/span><\/span><\/a><\/li>\n<li><strong>ISO 14021:<\/strong> regles per a autodeclaracions (tipus II), termes, s\u00edmbols i verificaci\u00f3. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.iso.org\/standard\/66652.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">iso.org<\/span><\/span><\/span><\/a><\/li>\n<li>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\"><strong>OCDE (2025):<\/strong> panorama de claims enganyosos en la transici\u00f3 verda i recomanacions de pol\u00edtica. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.oecd.org\/en\/publications\/protecting-and-empowering-consumers-in-the-green-transition_12f28e4f-en.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">OECD<\/span><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<hr data-start=\"3847\" data-end=\"3850\" \/>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<h2 class=\"form-control second-textarea\">Com evitar el greenwashing (checklist pr\u00e0ctic)<\/h2>\n<\/div>\n<\/div>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<ol>\n<li class=\"form-control second-textarea\"><strong>Delimita l&#8217;abast:<\/strong> especifica si el claim aplica a producte, env\u00e0s, operacions o marca.<\/li>\n<li class=\"form-control second-textarea\"><strong>Quantifica i prova:<\/strong> dades mesurables (LCA, % reciclatge, reducci\u00f3 real de CO\u2082) i verificaci\u00f3 interna\/externa. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/business-guidance\/advertising-marketing\/environmental-marketing\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission<\/span><\/span><\/span><\/a><\/li>\n<li class=\"form-control second-textarea\"><strong>S\u00e9 espec\u00edfic:<\/strong> substitueix gen\u00e8rics per xifres, dates, normes i cobertura (\u201cdes de 2024, +32% contingut reciclat (EN ISO XXXX), auditat\u201d). <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.ftc.gov\/news-events\/topics\/truth-advertising\/green-guides\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">Federal Trade Commission<\/span><\/span><\/span><\/a><\/li>\n<li class=\"form-control second-textarea\"><strong>Cita est\u00e0ndard:<\/strong> enlla\u00e7a a ISO 14021, FTC Green Guides, CMA o UE 2024\/825 segons mercats.<\/li>\n<li class=\"form-control second-textarea\"><strong>Fes-ho comprensible:<\/strong> crea una p\u00e0gina d&#8217;evid\u00e8ncies amb resum clar i documents descarregables.<\/li>\n<li class=\"form-control second-textarea\"><strong>Revisa amb periodicitat:<\/strong> els claims canvien si canvien mat\u00e8ries primeres, proc\u00e9s o cobertura legal. <a class=\"flex h-4.5 overflow-hidden rounded-xl px-2 text-[9px] font-medium transition-colors duration-150 ease-in-out text-token-text-secondary! bg-[#F4F4F4]! dark:bg-[#303030]!\" href=\"https:\/\/www.oecd.org\/en\/publications\/protecting-and-empowering-consumers-in-the-green-transition_12f28e4f-en.html\" target=\"_blank\" rel=\"noopener\"><span class=\"relative start-0 bottom-0 flex h-full w-full items-center\"><span class=\"flex h-4 w-full items-center justify-between overflow-hidden\"><span class=\"max-w-[15ch] grow truncate overflow-hidden text-center\">OECD<\/span><\/span><\/span><\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n<div class=\"textarea-desti col-xs-12 col-sm-6\"><\/div>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\"><\/div>\n<\/div>\n<blockquote>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">\u201cTranspar\u00e8ncia, m\u00e8tode i actualitzaci\u00f3 cont\u00ednua.\u201d<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<h2 data-start=\"341\" data-end=\"354\">Conclusi\u00f3<\/h2>\n<div class=\"traductor-textarea form-group\">\n<div class=\"textarea-desti col-xs-12 col-sm-6\">\n<div class=\"form-control second-textarea\">El\u00a0<strong>greenwashing<\/strong>\u00a0deteriora la confian\u00e7a i exposa a riscos legals. La sortida \u00e9s coneguda: <strong>dades s\u00f2lides, metodologies reconegudes i transpar\u00e8ncia en la comunicaci\u00f3.<\/strong> Si cada\u00a0claim\u00a0respon a qu\u00e8 promet, com es va mesurar, qui ho va verificar i on veure-ho, estar\u00e0s alineat amb les expectatives reguladores i amb els teus clients.<\/div>\n<\/div>\n<\/div>\n<div class=\"traductor-checkbox form-group\">\n<div class=\"row\">\n<div class=\"col-sm-offset-2 col-sm-5\"><\/div>\n<\/div>\n<\/div>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 148px; top: 1332.38px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Descubre las principales diferencias entre criba vibratoria y criba rotativa (trommel): dise\u00f1o, funcionamiento, aplicaciones industriales y cu\u00e1l elegir seg\u00fan tu proceso.<\/p>\n","protected":false},"author":3,"featured_media":3512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[],"class_list":["post-3516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sostenibilidad-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Greenwashing: qu\u00e8 \u00e9s, exemples i com evitar-ho - Reverter Industries<\/title>\n<meta name=\"description\" content=\"Qu\u00e8 \u00e9s el greenwashing, exemples i normes clau per a evitar-ho. 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