It's a term that has been around for years, used to describe a company or organization that spends more time and money claiming to be green through advertising than actually implementing business practices that minimize environmental impact. When an ad is posted and ranked on the Greenwashing Index site, it doesn't necessarily mean a company or organization is not doing a good job with its environmental marketing claims. It simply provides a venue that educates consumers on what to look for in green ads. Scores will range from 'good,' to 'pushing it,' to 'total greenwashing.'" Criteria were developed by the University of Oregon's SOJC Advertising program.
They weighted five criteria consumers can use to scrutinize advertisements and determine whether they believe ads are greenwashing by doing any of the following: - Misleading with words - Misleading with visuals and/or graphics - Making a green claim that is vague or seemingly unprovable.