Greenwashing na Publicidade ComercialAplicação do CDC e do Conar no Brasil, com Benchmarking Internacional e Impactos nas Estratégias de Marketing

Resumo

This study examines how the Brazilian Consumer Defense Code (CDC), national case law, and the advertising self-regulation framework of Conar have been applied to curb greenwashing practices in commercial advertising between 2004 and 2025. Using a qualitative approach, the research integrates the fields of Law and Business Administration by analyzing judicial decisions, ethical representations, and academic literature to identify interpretative patterns and regulatory gaps. The study also conducts an international benchmarking focused on the regulatory frameworks and landmark cases from the United States, the United Kingdom, and the European Union, highlighting global trends that reinforce transparency and address deceptive environmental claims. The findings indicate that, despite relevant progress, Brazil’s response to greenwashing remains fragmented, requiring greater standardization of criteria, stronger evidentiary requirements, and alignment with international best practices. The study concludes that efforts to suppress greenwashing directly affect corporate marketing strategies, demanding stricter compliance, enhanced socio-environmental responsibility, and transparent communication to preserve consumer trust and mitigate reputational risks.

Ficha do documento

Tipo

Outro

Ano

2025

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38258

Temas

Governança

Palavras-chave

GreenwashingEnvironmental claimsMarketing strategiesAdvertising self-regulationConsumer protectionClaims ambientaisEstratégias de marketingAutorregulação publicitáriaProteção do consumidorDireitoBenchmarking (Administração)Estrategia