In an own-initiative opinion adopted at the October plenary, the EESC set out measures for advertising to adapt to the challenges of climate change and the post-pandemic recovery while continuing to play its important role in Europe’s economy and culture.

The European Economic and Social Committee recommends a framework for a modern advertising industry that maintains a fundamental role in economic growth, job creation and support for Europe’s culture while becoming a trustworthy lever for responsible consumption.

According to various studies, every euro spent on advertising generates a 5 to 7 times greater boost to Europe’s economy. New products and services are spread, competition expands and public access to media, arts and sport is funded. But at the same time, the industry is often criticised for promoting overconsumption and for negative impacts on society and the environment.

“We are trying to explore the way this sector should evolve so that it remains efficient but at the same time ensures that its development is compatible with sustainable development,” explains Thierry Libaert, rapporteur of the opinion.

First, the EESC calls on businesses and agencies to debate how to reduce their greenhouse gas emissions by 55% by 2030 and to be carbon neutral by 2050.

Sustainability should be incorporated into every promotional campaign. In practical terms, advertising operators could be encouraged to reduce the energy consumption of digital billboards or make them more recyclable. To limit the environmental impacts of printed publicity, businesses could shift to PEFC- and FSC-labelled paper from sustainably managed forests and to low-toxicity inks complying with EU REACH and GreenGuard standards.

Advertising practices can also “nudge” consumers into reducing their collective environmental footprint. For example, advertisements could encourage car sharing by showing fewer drivers alone in their cars. Good practice should be reinforced by a stronger focus on environmental issues in university courses for communication professions.

Another overdue discussion is on unrealistic representations, such as harmful single-use products being presented as “sustainable”. In fact, a 2020 study by national consumer authorities and the European Commission found that 42% of “green” product claims on company websites were untrue or exaggerated.

A wider consensus among the advertising community to provide factual, accurate information would empower more consumers to identify products with genuinely reduced environmental impacts, argues the EESC. Here the European Commission has a role in working towards EU-wide regulation that supports the advertising industry in its fight against disinformation.

The approach should also provide incentives for advertisers who hold themselves accountable to these standards. Support would reduce the risk of advertisers migrating to the foreign tech companies that control much of digital advertising systems and strengthen an industry that remains central to Europe’s transition to more sustainable consumption. (dm)