Tree Hugging Family - Living Green

Greenwashing Index: Watch and Comment on “Green” Ads

by Peggy on March 6th, 2008

Greenwashing Index says greenwashing has been committed when a company or organization “spends more time and money claiming to be ‘green’ through advertising and marketing than actually implementing business practices that minimize environmental impact.”

I’m glad someone defined it. I wasn’t quite clear. The term is borrowed with a color change from whitewashing, which Merriam-Webster says means “to gloss over or cover up.” Go here for Greenwashing Index’s helpful examples of greenwashing.

Greenwashing Index was put together to help more consumers see through greenwashing so it will fail. Click here for more info on why greenwashing is bad news.

At Greenwashing Index, you can submit ads or comment on ads that have already been submitted. First you have to painlessly register.

Is it greenwash? You decide.

When you rate an ad, Greenwashing Index uses five criteria or sets of questions to generate a score for the ad. For example: “Do you think the ad exists to divert attention from something else the company does?”

So far, 83 ads have been submitted. I don’t agree with all the comments posted there, but it’s fun to watch the ads and see what others think. I don’t exactly have cable TV (well, just basic, very basic), so I haven’t seen many of these ads.

Greenwashing Index is promoted by EnviroMedia Social Marketing with help from the University of Oregon School of Journalism and Communication.

Greenwashing protest photo from flickr.

In case you missed it, check out Jennifer’s post on the great BabyBam Collection Organic Baby Supplies contest going on now at Tree Hugging Family.

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POSTED IN: Greenwashing