Companies are scrambling lately to appear as green as possible, and a new term has come up to describe these activities: greenwashing.
A group called SourceWatch has more on the phenomenon.
There’s even an interactive site where you can rate ads based on how greenwashed you find them to be — and find advice about spotting a greenwasher.
As the Guardian writes, a report by the Advertising Standards Agency in Britain showed that greenwashing quadrupled in the past year there.
The group provides a list of things to look for in your quest not to be fooled by companies that would wish to appear green but whose actions may not be as “ecofriendly” as they claim.
Here’s their list:
1. Fluffy language
Words or terms with no clear meaning, e.g. “ecofriendly”.2. Green products v dirty company
Such as efficient light bulbs made in a factory which pollutes rivers.3. Suggestive pictures
Green images that indicate an (unjustified) green impact eg flowers blooming from exhaust pipes.4. Irrelevant claims
Emphasising one tiny green attribute when everything else is “ungreen”.5. Best in a bad class?
Declaring you are slightly greener than the rest, even if the rest are pretty terrible.6. When it’s just not credible
“Ecofriendly” cigarettes anyone? “Greening” a dangerous product doesn’t make it safe.7. Gobbledygook
Jargon and information that only a scientist could check or understand.8. Imaginary friends
A “label” that looks like third party endorsement … except it is made up by the company itself.9. No proof
It could be right, but where’s the evidence?10. Outright lying
Totally fabricated claims or data.
John