A strong threat to the credibility of Sustainability Advertising can be seen in corporate “greenwashing”, a form of disinformation from organizations seeking to repair public reputations and further shape public images. It allows firms to manipulate an image of environmental, social, and cultural responsiveness by communicating false or misleading sustainability claims. This common practice damages the overall credibility of corporate sustainability claims and leads to mistrust of the consumers. This general inconsistency between a company’s messages and it actions could finally explain the value-action gap between consumers strongly expressed concerns about socio-ecological issues and their nevertheless relatively low purchase of sustainable goods and services.