A Greenwashing Index? Green Business Beware

Check out www.GreenWashingIndex.com – home of the “world’s first online interactive forum” that allows consumers to evaluate real advertisements making environmental claims. Since “Going green” has become mainstream for businesses, these guys want to hold green business accountable — and you better be careful what you communicate or the people may have their say. 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.”

So, the next time you decide to run that ad, you might want to run it through this little scrubber. Hey, does the same thing exist for press releases?