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Greenwashing Index to Rate Green Ads Online for Consumers to Rate Green Ads Online

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In January 2008, Valerie Davis, President of Green Canary Sustainability Consulting, was interviewed by the TODAY show from the Federal Trade Commission's "Eco in the Market" workshop kicking off the regulatory review of its "Green Guides" for environmental marketing standards.

It was at this FTC workshop that EnviroMedia launched in partnership with the Univerisity of Oregon School of Journalism and Advertising. is the world's first online forum that allows consumers to post and rate real green ads, and today features nearly 100 television spots, billboards and print ads.

The intent of this Web site is to:
  1. Help consumers become more savvy about evaluating environmental marketing claims of advertisers;
  2. Hold businesses accountable to their environmental marketing claims; and
  3. Stimulate the market and demand for sustainable business practices that truly reduce the impact on the environment.

The Greenwashing Index is an automated tool that provides five simple criteria developed by advertising academia and weighted according to their relevance in marketing claims.

  • The ad misleads with words.
  • The ad misleads with visuals and/or graphics
  • The ad makes a green claim that is vague or seemingly unprovable.
  • The ad overstates or exaggerates how green the product/company/service actually is.
  • The ad leaves out or masks important information, making the green claim sound better than it is.
You can add and rate your nominees at:

Edited by Carolyn Allen, owner/editor of California Green Solutions
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