Because consumers increasingly are concerned about the environmental effects of their purchasing decisions, companies today often advertise their products and services as “eco-friendly,” “green,” “carbon neutral,” “sustainable,” and “toxic free.” However, these terms are inherently vague and provide little information to consumers; in some cases, their use may even be deceptive.
“Greenwashing” is when companies promote a misleading perception that their policies or products do not harm—or even improve—the environment.1 In response, watchdog groups now post examples of deceptive advertising to protect consumers. Consumer advocates and companies alike have sought clarification by the federal government on green marketing, especially on the use of new buzz words, such as “carbon neutral,” “renewable resources,” and “renewable energy.”
