Consumers Put Ads to Greenwashing Test

Public invited to submit advertising samples at GreenwashingIndex.com

WASHINGTON, Jan. 7 /PRNewswire-FirstCall/ -- Green ads from Chevrolet,
Ozarka and Toyota Prius are among the first to be scrutinized by consumers on
a new Web site launched today by EnviroMedia Social Marketing, in partnership
with the advertising faculty of the University of Oregon School of Journalism
and Communication (SOJC). This online forum allows consumers to judge for
themselves the green claims made by major advertisers.
The Web site -- www.GreenwashingIndex.com -- debuts from the
nation's capital one day before the Federal Trade Commission kicks off its
first in a series of public workshops addressing environmental marketing
claims. Ultimately, the FTC may update its "Green Guides," which were
originally established in 1992 as guidelines to avoid action by the agency
against advertising with an environmental claim that is unfair or deceptive.
EnviroMedia principals Valerie Davis and Kevin Tuerff announced the
Greenwashing Index(SM) from the U.N. Climate Change Conference in Bali,
Indonesia, Dec. 11 and called on consumers to submit ads. The first posts of
real ads are now on the Web site, and consumers are invited to score those ads
and post others.
"We've been witnessing a tidal wave of green advertising over the past
year," said EnviroMedia President Kevin Tuerff. "It's our hope the
Greenwashing Index(SM) will help eradicate bad environmental marketing claims
and, at the same time, shine a positive light on companies making measurable
reductions in carbon emissions related to climate change."
What's Greenwashing?
"Greenwashing," a term that has been around for many years, is used to
describe a company or organization that spends more time and money claiming to
be green through advertising and marketing than actually implementing business
practices that minimize environmental impact.
"When an ad is posted and ranked on the Greenwashing Index(SM) site, it
doesn't necessarily mean a company or organization is not doing a good job
with its environmental marketing claims," said EnviroMedia CEO Valerie Davis.
"We're providing a venue that educates consumers on what to look for in green
ads and an easy mechanism for evaluating them. Scores will range from 'good,'
to 'pushing it,' to 'total greenwashing.'"
The Greenwashing Index(SM)
Criteria for the Greenwashing Index(SM) were developed by the University
of Oregon's SOJC Advertising program. Led by Professors Deborah Morrison and
Kim Sheehan, a group of academicians developed and 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
-- Overstating or exaggerating how green the product/company/service
actually is
-- Leaving out or masking important information, making the green claim
sound better than it is.

"The Greenwashing Index(SM) has great potential for not just educating
consumers but just as important for also educating our future advertising
professionals that there's a right way and a wrong way to conduct
environmental marketing," said Morrison.
3M is one company that seems to be aware of the perils of not sticking to
substance when it comes to green advertising claims.
"I regularly get accosted for disallowing vague claims for a 3M product
that competitors are making for similar products," said Susan Price, who
visited the Greenwashing Index(SM) site and serves as chairperson for 3M's
Environmental Marketing Claims Committee. "I'm very pleased to see a forum
where vague and bogus claims can be highlighted and questioned."
Developing sustainable business practices and accurately telling that
story is good business. According to a survey released in December by AARP, 40
million "Green Boomers" are more attuned to advertising both good and bad and
are very willing to spend money on environmentally sound products.
Said one visitor to GreenwashingIndex.com: "I make it a point to buy green
products, and I am willing to spend a little extra if I'm buying something
that is supposed to be environmentally friendly. I don't want to spend my
money foolishly, and I don't want to hand my money over to liars."
To submit or rate ads, the public may visit GreenwashingIndex.com.
Headquartered in Austin, Texas, EnviroMedia Social Marketing is the
leading U.S. marketing agency delivering sustainability consulting and
authentic, ethical campaigns that get measurable results since 1997. The
company has been recognized with several awards for ethics in advertising. For
more information, visit EnviroMedia.com.
SOURCE EnviroMedia Social Marketing

EnviroMedia Social Marketing, +1-512-476-4368, or Melanie Fish,
+1-512-784-8507, mfish@enviromedia.com, or Kelli Johnson, +1-512-773-7452,
kjohnson@enviromedia.com, both of EnviroMedia Social Marketing