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Now we can rate advertising for greenwashing... maybe soon we can rate the companies which do the greenwashing? On this link, you may check (and/or rate) ads in 3 categories: Worst Rated, Best Rated, and Most Recent...
[HYPERLINK@greenwashingindex.com]
Greenwashing Index Scoring Criteria
When you rate an ad with the Greenwashing Index, it will generate a score based on your response to the following statements. Your score will be included in the ad’s overall score and your comments will be added to the tally. Scoring is similar to golf: high scores are undesirable (for the advertiser).
1. THE AD MISLEADS WITH WORDS
Do you believe the ad misleads the viewer/reader about the company’s/product’s environmental impact through the things it says? Does it seem the words are trying to make you believe there is a green claim when there isn’t? Focus on the words only — what do you think the ad is saying?
2. THE AD MISLEADS WITH VISUALS AND/OR GRAPHICS
Do you think the advertiser has used green or natural images in a way designed to make you think the product/company is more environmentally friendly than it really is?
3. THE AD MAKES A GREEN CLAIM THAT IS VAGUE OR SEEMINGLY UNPROVABLE
Does the ad claim environmental benefits without sufficiently identifying for you what they are? Has the advertiser provided a source for claims or for more information? Are the claims related to the company/product?
4. THE AD OVERSTATES OR EXAGGERATES HOW GREEN THE PRODUCT/COMPANY/SERVICE ACTUALLY IS
Do you believe the advertiser is overstating how green the product/company actually is? Are the green claims made by the ad believable? Do you think it's possible for the product/company to do the things depicted/stated?
5. THE AD LEAVES OUT OR MASKS IMPORTANT INFORMATION, MAKING THE GREEN CLAIM SOUND BETTER THAN IT IS
Do you think the ad exists to divert attention from something else the company does? Do you believe the relevant collateral consequences of the product/service are considered in the ad? Does it seem to you something is missing from the ad?
CorpWatch gives out bimonthly Greenwash awards to corporations that put more money, time and energy into slick PR campaigns aimed at promoting their eco-friendly images, than they do to actually protecting the environment. Nominations for these Awards come from our audience.
[HYPERLINK@www.corpwatch.org]
