To be seen to be green is emerging as an all imporant marketing tool for any number of products. There is interesting reading in this article from the UK Independent on the false claims of envronmental friendliness made by a number of companies. Information is the most important tool in creating an awareness of climate change, at this point when it is a relatively intangible idea. Misinformation is already at hand to spread scepticism of its prevelance, such cynical marketing and misuse of language is only likely to cause further confusion.

The Advertising Standards Authority (ASA) has become so concerned by evidence of greenwashing that it has called an industry summit in June, at which environmentalists, advertising agencies and clients will come together. The ASA has seen complaints about environmental claims rise from 117, about 83 ads, in 2006, to 561, about 410 ads, in 2007. It hopes the event will help it to reflect current scientific understanding of key issues when it makes rulings.

Read here also of conflicting information raising doubts over something as mundane as Google’s turn to black during Earth Hour.