Just when you thought it was safe to start touting your company as eco-friendly, consumers and organizations are beginning to create tools to cut through the clutter — and this explains the Rise of the Anti-Greenwashing Website.   

These outlets are giving consumers a chance to voice their opinions about your marketing ethics. Has your company been blacklisted on http://greenworldads.blogspot.com or www.greenwashingindex.com?

Are you called out on Greenpeace’s www.stopgreenwash.org? As to be expected with modern public relations, consumer marketing is a two-way street — that is, consumers will ‘talk back’ and any dissonance between reality and ‘image marketing’ will eventually backfire. So, advertisers beware!