Jan 8, 2008

Corporations guilty of overstating their green credentials can expect to face fresh criticism following the launch of a new website that provides consumers with an opportunity to evaluate the green claims made by companies.

The Greenwashing Index has been launched by US marketing agency EnviroMedia Social Marketing and allows users to post advertisements and then rate them against a set of greenwashing criteria.

The criteria, which were developed in conjunction with the University of Oregon School of Journalism and Communication, cover whether the ad uses misleading words or graphics, makes vague or unprovable claims, overstates a product or services' green credentials or leaves out relevant information.

Visitors will be able to rate ads based on the criteria and generate scores that will range from "good", to "pushing it", to "total greenwash".

EnviroMedia president Kevin Tuerff said he hoped the Index "will help eradicate bad environmental marketing claims and, at the same time, shine a positive light on companies making measurable reductions in carbon emissions related to climate change".

The site was launched as the US Federal Trade Commission (FTC) today hosts the first in a series of public workshops designed to review its environmental marketing guidelines.

The review of its so-called green guides had been scheduled for 2009, but late last year the FTC said it would be pulling the review forward in response to growing public concern over green marketing campaigns. The commission is to undertake a series of workshops over the coming months and could update its marketing guidelines to firms based on the results.

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	New website to evaluate green ads
	Study finds variance in sustainability policies

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