GiveActions

What GiveActions does

GiveActions is a Brussels-based private company founded in 2017 by three ULB students (Elias Printz, Maxime Van der Meerschen, and Gaspard Merten) that has pivoted from a consumer ad-watching app funding associative projects into a B2B responsible advertising and anti-greenwashing services firm. Its core product, Alios, is a proprietary AI tool launched in beta in August 2025 that analyzes text, image, video, and audio content to detect misleading environmental claims, applying French/Belgian ARPP and JEP advertising ethics standards alongside the upcoming EU Green Claims directive (effective March 2026). The Alios platform is accessible via web UI and API for workflow integration. The company has also co-developed the TOMONOW responsible campaign methodology with agency Secondfloor and operates the recurring Greenlight national studies on greenwashing in Belgian advertising in partnership with RMB and JCDecaux.

GiveActions monetizes through a hybrid model combining subscription/usage-based access to Alios, professional services for marketing strategy, responsible communication consulting, eco-designed digital development, and advertising diffusion, plus training workshops (including the Fresque du Greenwashing) delivered to companies, agencies, and academic institutions. A flagship packaged offering is the Blue Speaker initiative co-developed with RMB at a disclosed €3,000 all-inclusive audio campaign rate targeting committed brands not yet advertising with RMB. The company brokers reduced-rate access to premium Belgian media inventory including RTBF Auvio, VTM GO, JCDecaux OOH, and webradios for sustainability-focused organizations and SMEs.

The firm operates with 1-10 employees and a Belgium-only geographic footprint (Western Europe), with no external institutional funding disclosed. Its customer base spans more than 50 organizations across enterprise (BackMarket, Proximus, Decathlon, Spadel, Fost Plus, Brussels Beer Project), SMB (Maniet ! Luxus), and startup (Farming for Climate) segments, diversified across retail, telecommunications, beverage, recycling, agriculture, and impact investment industries. Distribution is multi-channel, combining direct sales, content marketing (LinkedIn, blog, newsletter with 5M+ LinkedIn impressions on greenwashing content), webinars, academic conferences (IHECS, ULB), and earned media coverage in L'Echo, Le Soir, and La Libre.

Name

GiveActions

Legal name

GiveActions

Website

https://giveactions.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

GiveActions is a Brussels-based firm offering Alios, an AI-powered anti-greenwashing tool that analyzes text, image, video, and audio against EU regulations, alongside responsible advertising services, training, and reduced-rate Belgian media access for sustainability-focused brands and SMEs.

Ownership category

akta.pro rank

Product category

Marketing Compliance Software

NAICS

Software Publishers (5132), Environmental Consulting Services (54162)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Compliance Obligations Management (Permits-to-Controls Mapping) (EUAHAIAK)

akta.pro secondary industry

Environmental Compliance & Permitting (BPAHAJAA)

Keywords

• Anti-greenwashing AI
• Responsible advertising
• Marketing compliance software
• Environmental claims analysis
• Greenwashing detection

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. AI Tool Subscription (Alios): SaaS-based AI tool for greenwashing detection offered as subscription or usage-based pricing. Organizations can upload content for analysis and receive compliance guidance before publishing.
2. Marketing Services: Full-service marketing campaigns from strategy to distribution for committed brands, including reduced-rate advertising access to major Belgian media (RTBF Auvio, VTM GO, JCDecaux, webradios). TOMONOW methodology for responsible campaign creation.
3. Training & Workshops: Training programs on responsible communication, greenwashing awareness, and the Fresque du Greenwashing workshop. Delivered to companies, agencies, and academic institutions.
4. Media Access Partnerships: Brokered access to premium Belgian media advertising space at reduced rates for committed/sustainable brands, facilitated through partnerships with JCDecaux and RMB.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

GiveActions develops Alios, an AI-powered anti-greenwashing tool that analyzes text, image, video, and audio content to detect misleading environmental claims and ensure compliance with the EU Green Claims directive (effective March 2026). The company also operates as a marketing agency offering responsible advertising services, training workshops (including the Fresque du Greenwashing), and access to major Belgian media (RTBF, JCDecaux, VTM GO) at reduced rates for sustainability-committed brands.

Product overview

GiveActions offers a suite of products and services centered on responsible advertising and anti-greenwashing solutions. The core product is Alios, an AI-powered tool that analyzes communications across text, images, audio, and video to detect misleading environmental claims. Supporting services include TOMONOW (a responsible campaign methodology developed with Secondfloor), training workshops including the Fresque du greenwashing, marketing strategy consulting, responsible communication advisory, eco-designed web/app development, and advertising diffusion services through partnerships with major Belgian media channels. The offerings work together to help organizations create compliant, transparent communications while transitioning to more sustainable advertising practices.

Differentiator

Problem solved

Functional benefit

Brands

• Alios: AI anti-greenwashing tool that helps organizations analyze, understand, and avoid misleading environmental messages in their communications. It is based on French and Belgian recommendations for responsible communication, including ARPP and JEP guidelines.
• TOMONOW

Products and services

• Alios AI-powered anti-greenwashing tool that helps organizations analyze, verify, and optimize communications to avoid misleading environmental claims and ensure compliance with European regulations (effective March 2026). Available via web platform and API integration; processes text, image, video, and audio content.
• TOMONOW Methodology for creating responsible advertising campaigns developed in partnership with Secondfloor, covering strategy, creative development, media planning, and buying with environmental and social impact considerations.
• Formations (Greenwashing Training) Training services and workshops on responsible communication and greenwashing for communication teams, including the Fresque du greenwashing workshop format, delivered to companies, agencies, and academic institutions.
• Marketing Strategy Services Co-creation of marketing strategies and effective plans including audits, test campaigns, and brainstorming sessions to help organizations grow in their sector responsibly.
• Responsible Communication Consulting Advisory services to help organizations communicate responsibly, avoid greenwashing, build customer trust, and prepare for upcoming EU regulations.
• Advertising Diffusion Services Access to major Belgian digital media channels (RTBF Auvio, VTM GO, JCDecaux, web radios) at reduced prices for committed brands, enabling expanded visibility in Belgium.

Quantifiable outcome

• Detection capability across 10,000+ advertisements for national greenwashing studies
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• JCDecauxcoreGTM or Marketing Partner · 1 January 2023Strategic partnership for the Greenlight national studies on greenwashing in Belgian advertising. JCDecaux provides access to out-of-home (OOH) advertising inventory and data for the studies. The partnership enables GiveActions to analyze the prevalence of greenwashing across different advertising formats in Belgium.
• RMB (Régie du contenu Multimédia)coreGTM or Marketing Partner · 1 January 2023Partnership with RMB (RTBF media regie) for the Greenlight studies analyzing radio and TV advertising for greenwashing. Also co-developed Blue Speaker initiative providing reduced-rate audio advertising for committed brands. RMB provides digital network access and webradio/podcast placement.
• SecondfloorcoreStrategic or Co-development PartnerJoint development of TOMONOW methodology - a comprehensive approach for creating responsible advertising campaigns. Secondfloor brings creative and strategic expertise while GiveActions contributes greenwashing expertise and media access. Campaign process from content creation to distribution optimized for both results and environmental impact.
• IHECSminorOthersAcademic partnership for delivering lectures and workshops on responsible advertising and greenwashing awareness to marketing and communication students.
• ULB (Université Libre de Bruxelles)minorOthersUniversity partnership connected to company's founding origin - GiveActions was started by ULB students in 2017. Ongoing educational content delivery.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweep: Sweep is an ESG and carbon management SaaS platform that helps companies measure, report, and act on environmental data. It is directly comparable to GiveActions' Alios as a software layer operationalizing environmental claims and ESG disclosures, though it focuses on carbon/Scope data rather than advertising claims.
• Greenly: Greenly is a carbon accounting and sustainability platform targeting SMEs and mid-market companies, with a strong focus on translating environmental data into communications. It is comparable to GiveActions' SME-focused, comms-aware positioning, though it focuses on carbon footprint rather than ad claims.
• Normative: Normative provides a carbon accounting and reduction platform for businesses, including advertising guidance. It overlaps with GiveActions in turning environmental claims and footprints into verifiable, compliance-ready outputs for comms and sustainability teams.

Broad incumbents

• EcoAct: EcoAct is an international environmental consulting and carbon strategy firm helping companies measure, reduce, and communicate climate impact. It is a relevant comparable for GiveActions' responsible communication and training offering, but at far greater scale and geographic reach.
• Persefoni: Persefoni is a climate management and accounting platform used by enterprises for carbon and ESG disclosures. Like Alios, it sits at the intersection of environmental regulation and software, but operates at much larger scale and breadth.
• Watershed: Watershed is a leading enterprise climate platform covering carbon accounting, disclosure, and reduction. It is a broader incumbent in the same "software for environmental claims/ESG" category as Alios, serving a much larger enterprise customer base globally.
• South Pole: South Pole is a major environmental solutions provider offering consulting, project development, and climate strategy. It is comparable to GiveActions as a broader environmental compliance and sustainability services player, though much larger and project-finance oriented.

Emerging players

• AdGreen: AdGreen is a UK advertising-industry initiative helping agencies and brands reduce the environmental impact of production and communications. It is comparable to GiveActions' industry-training and anti-greenwashing awareness work, but is non-profit and UK-focused.
• Good-Loop: Good-Loop is an ethical advertising platform that measures ad impact and connects ad spend to social/environmental causes. It is an emerging peer in the responsible-marketing technology space, with a similar "ads that do good" origin story to GiveActions.
• Clean Creatives: Clean Creatives is an agency-side initiative certifying and vetting creative work on environmental and social responsibility grounds. It overlaps with GiveActions' Fresque du Greenwashing-style training and TOMONOW campaign methodology, though operating more as a movement than a SaaS.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GiveActions