Advertising can be found in almost all kinds of media, and among that the increasing occurrence specifically of green advertising is remarkable. The so called "green advertising" is an important element of marketing strategies used by many organizations to spread their messages of worries and commitment about nature and the environment while, at the same time, promote their brands and products for sale. This dissertation, which is a research and also a reflection about the meaning and occurrence of greenwashing, makes a critical analysis of discourse of green advertising and its ideology. It reveals their ethical conflicts and how they help to produce a favorable scenario to keep social and cultural values actually unsustainable, on the opposite way of the advertising claims. It was proposed a sinoptical matrix of theoretical references from previous authors which can be used to identify greenwashing. According to the meta-theoretical conjectures provided by this matrix, several cases of recent advertising were assessed.

Com a finalidade de obter ganhos mercadológicos, muitas empresas utilizam a rotulagem ambiental para valorizar suas marcas e produtos. Contudo, é importante que tal comunicação esteja pautada em critérios éticos e técnicos para garantir a credibilidade destas declarações. Este estudo discute tal questão a partir da seguinte pergunta: a rotulagem ambiental condiz com as práticas adotadas pela empresa estudada, ou trata-se somente de greenwashing? O método consistiu em analisar o rótulo e as práticas ambientais de um produto por meio de dados secundários e entrevistas semiestruturadas. Os resultados apontam que a rotulagem e as práticas ambientais adotadas pelo fabricante estão parcialmente alinhadas. Também se identificou que a embalagem apresenta elementos passíveis de contestação, com informações ambíguas e por vezes exageradas. As evidências demonstram que o rótulo pode estar sujeito a questionamentos considerando-se tanto as normativas aplicáveis como em sua capacidade de informar adequadamente ao público consumidor.

This article analyzes the process of construction of public policies of sustainable production and consumption in Brazil after the country joined the Marrakesh Process in 2003. Based on the strategic action fields perspective, we analyze the emergence of this field, its characteristics and their status through the collective action of their main social actors, their actions, interests and disputes. Empirical material for analysis included plans developed during the period, minutes of the meeting, documents submitted to the public consultation, responses provided by civil society after the consultation, as well as in-depth interviews. Evidence shows that a series of obstacles have been delaying further advances of the politics of sustainable production and consumption due to disputes between incumbents and challengers.