Word: green
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...partners have hit on an innovative way to spotlight particularly egregious examples. They've launched the Greenwashing Index www.greenwashingindex.com) a website that allows consumers to post ads that might be examples of greenwashing and rate them on a scale of 1 to 5--1 is a little green lie; 5 is an outright falsehood...
...sick of seeing whirling wind turbines and sun-dappled solar panels on TV, you will be: the new fall season is likely to feature a flood of green advertising. It's gotten so bad that the Federal Trade Commission (FTC) has been holding hearings over the past year to define the difference between genuine environmental claims and empty greenwash. It's not easy--and environmental advocates worry that truly green companies could get lost in all the clamor...
Ultimately, says Case, "if you don't understand where a green claim comes from, check it out. There are a lot of companies trying to relieve people of the green in their wallet...
...just consumers in the U.S. who are getting fed up with greenwashing. The Advertising Standards Authority in Britain received 561 complaints about potentially false green ads last year, up from 117 the year before. Norway has banned all car ads from using the terms green, environmentally friendly and clean on the grounds that all cars contribute to global warming...
...laissez-faire U.S. isn't likely to go that far, but the FTC is in the process of updating its Green Guide for consumers, which hasn't changed since 1998. The hope is that eventually we'll be able to define green in advertising the way we've defined low calorie and low fat. That needs to happen soon, before green loses all meaning. "We have better green products but a lot of exaggerated claims," says Case. "That could be enough to capsize the whole green movement"--and that's not a little green...