Submit an ad to the Greenwashing Index

The Greenwashing Index is designed to generate discussion of and education about environmental claims in advertising. Please do not submit ads that are not environmental related.

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THE AD MISLEADS WITH WORDS. [?]

THE AD MISLEADS WITH VISUALS 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. [?]

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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 practice when there isn’t? Focus on the words only — what do you think the ad is saying?

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?

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?

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?

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?