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THE SEVEN SINS OF ENVIRONMENTAL MARKETING (“GREENWASHING”)

	Sin of the Hidden Trade-off A claim suggesting that a product is "green" based on a narrow set of attributes without attention to other important environmental issues. Paper, for exemple, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.
	Sin of no Proof An Environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.
	Sin of Vagueness A claim that is so poorly difined or broad that its real meaning is likely to be misunderstood by the consumer. "All natural" is an exemple. Arsenic, uranium, mercury and formaldehyde are all natural occuring , and poisonous. "All natural" isn't necessarily "green".
	Sin of Worshiping False Labels A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.
	Sin of Irrelevance An environmental claim that may truthful but is unimportant or unhelpful for consumers seeking envirnomentally preferable products. "CFC-free" is a common example, since it is a frequent claim despite the fact that CTCs are banned by law.
	Sin of Lesser of Two Evils A claim that may be true within the product category, that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarrets could be an example of this Sin, as might the fuel-efficient sport-utility vehicle.
	Sin of Fibbing Environmental claims that are simply false. The most common example were products falsely claiming to be Energy Star certified or registered.

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