Enviromedia Greenwashing Index enables consumers to post ads that exemplify greenwashing. Then others can read the ads, make comments, and rate them according to the severity of greenwashing they think the ads illustrate. The site enlists consumers themselves in the effort to raise awareness about deceptive green advertising.
Greenwashing according to Enviromedia
It’s greenwashing 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. It’s whitewashing, but with a green brush.
A classic example might be an energy company that runs an advertising campaign touting a “green” technology they’re working on — but that “green” technology represents only a sliver of the company’s otherwise not-so-green business, or may be marketed on the heels of an oil spill or plant explosion.