Greenwashing gets attention in USA Today

Greenwashing got a bit of attention in the nation’s most popular newspaper this morning with an article the Federal Trade Commission’s failure to take action against false claims by companies that their products are good for the environment:

The federal watchdog that’s supposed to crack down on product labels that make false environmental claims has taken almost no enforcement action over the last decade, even as “green” marketing claims have exploded, agency records show.

USA Today following up on a congressional hearing on the subject that was held earlier this month. FTC officials took action on that day against Kmart and two other companies for alleged greenwashing and promise now that they’ll do more to limit false claims.

The Guardian covers the subject a bit more thoroughly, focusing on the landmark “Sins of Greenwashing” report released by the consulting company TerraChoice in February. TerraChoice found that 10.4 percent of ads in leading magazinse now contain Earth-friendly claims but that 98 percent of Earth-friendly claims are false.

Greenwashing: FTC accuses Kmart, 2 other companies

Eco-conscious consumers are getting a bit of help in their efforts to wade through the green claims of products. At the same time, the Federal Trade Commission’s announcement that it’s charged Kmart and two other companies for making false claims may have healthy implications in the swelling world of green marketing.

According to Environmental Leader, Kmart Corp. called its American Fare brand disposable plates biodegradable, Tender Corp. made the same claim about its Fresh Bath-brand moist wipes, and Dyna-E International about its Lightload brand compressed dry towels:

Kmart and Tender have agreed to settle the cases against them while the case against Dyna-E will be litigated. The FTC says with the recent growth in “green” advertising and product lines, the agency will continue its efforts to ensure that environmental marketing is truthful, substantiated, and not confusing to consumers.

It seems to me that the biggest beneficiaries of tougher enforcement in this area are likely to be companies that manufacture products with legitimate environmental claims. Read more