Contents
The two minute version 10 signs of greenwash The temptation of greenwash A short history of greenwash The world wakes up to greenwash Greenwash: Annoying or dangerous? And the industry response is… Goodbye greenwash A virtuous or vicious cycle A greener future Learn more End notes
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The two minute version
Greenwash is with us, and unless we take action, it is likely to be with us to stay. Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction). Found in advertising, PR or on packaging, and made about people, organisations and products. Greenwash is an old concept, wrapped in a very modern incarnation.

And greenwash is growing. The Advertising Standards Authority in the UK is upholding more and more complaints against advertising that can’t live up to its green bluster. Around the world regulators are trying to keep up, and the USA’s Federal Trade Commission has brought forward to 2008 its plan to review their environmental marketing guidelines. France has just announced new guidelines and the UK is reviewing the advertising Green Claims guidance. But is this enough?

business towards greater greenness. Greenwash is the spanner in the works that could sabotage the whole environmental movement within business. This guide reveals the industries most actively greenwashing, and those environmental claims most likely to be greenwash. Not enough is being done to prevent this accelerating negative feedback loop. None of the UK’s biggest advertising agencies claim to have training or guidelines for their staff on what is a justified green claim. And none of the main publications in the UK who sell advertising space have their own standard.

Why all the fuss?
Greenwash isn’t simply annoying, it’s dangerous. In a market economy the consumer is king, and consumers have started sending strong environmental signals through their purchasing. This growing ‘green pound’ is a powerful