During Webinar #9 on the topic of ‘Packaging and environmental claims: how to communicate without resorting to greenwashing’ organised by ALLFORPACK EMBALLAGE PARIS, Bruno Siri, General Delegate of the French National Packaging Council, will share his vision for fairer and more transparent environmental communication.

Often perceived as a simple marketing tool, packaging is in fact at the heart of current environmental and societal issues. Between regulatory constraints, transparency requirements and growing consumer expectations, brands today must learn to speak truthfully without succumbing to the siren song of greenwashing. This is precisely the mission of the Conseil National de l'Emballage (CNE), a collaborative platform that has been committed to ‘Fair Packaging’ for nearly thirty years. Its Chief Executive, Bruno Siri, looks back at the CNE's actions to support companies in moving towards more responsible practices and at the key messages from his presentation during Webinar #9 ‘Packaging and environmental claims – how to communicate without falling into greenwashing?’, organised by ALLFORPACK EMBALLAGE PARIS on 13 November 2025.


The National Packaging Council plays a key role in helping companies move towards more responsible practices. How would you describe the National Packaging Council's mission today in the face of new societal expectations in terms of sustainability and transparency?

The National Packaging Council is a non-profit association created in 1997 that works with the entire ecosystem of packaged products and packaging to promote ‘fair packaging’, i.e. packaging that does the job while respecting the product, the consumer and the environment. In recent years, there have been many societal changes, and the role of packaging is to support these changes (whether in distribution methods, new uses, etc.). Whether in terms of sustainability or respect for the environment, the players in the CNE ecosystem are working positively towards reducing the environmental impact of packaging: just read our document on decarbonisation and the actions we've taken.


As Chief Executive, you work to raise awareness among industry players about the compliance and clarity of their environmental messages. What specific actions by the National Packaging Council best illustrate this commitment?

In 2013, the CNE drafted a guide on environmental claims relating to packaging and updated it in 2023; This guide is intended for companies' marketing teams. It was made permanent (in 2013) by an ‘environmental claims’ committee of experts on the subject with a view to enriching the document with best practices from industry players.


You will be speaking at Webinar #9: ‘Packaging and environmental claims – how to communicate without resorting to greenwashing?’, organised by ALLFORPACK EMBALLAGE PARIS on 13 November 2025. What do you think will be the key messages to take away from this session?

The consumer is at the heart of environmental communication, and the regulatory arsenal at our disposal helps to stabilise the issue by prohibiting, for example, generalised expressions. The same applies to environmental messages that are disproportionate to the reality of the effects of the actions. To put it plainly, we need messages that are simple, understandable and honest.


Greenwashing remains a risk for many brands wishing to promote their efforts. In your experience, what are the most common mistakes made in environmental claims related to packaging?

We cannot necessarily talk about mistakes. With 12 years of hindsight since the creation of the CNE's claims committee, I would rather talk about a lack of knowledge of the legislation in force and the associated decrees. However, as the saying goes, ignorance of the law is no excuse. Ultimately, a claim must be provable.


By organising this webinar, ALLFORPACK EMBALLAGE PARIS is reaffirming its role as a forum for dialogue and awareness-raising for the industry. How do you think this event contributes to advancing collective understanding and best practices in environmental communication?

Collective intelligence has been the CNE's credo since its creation. The diversity of stakeholders around the CNE table allows for debate and discussion, and ALLFORPACK EMBALLAGE PARIS contributes to this by being a loyal member of this round table and offering the CNE a voice to highlight our actions in favour of ‘Fair Packaging’.


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