With companies eager to tout their "green" credentials to consumers, advertising watchdogs in a number of countries are stepping up efforts to rein in marketers that make false or exaggerated claims. From the U.S. to Norway to Belgium, watchdog groups are trying to police against the rise in bogus environmental marketing, a practice known as greenwashing. In most cases, these groups are set up by the advertising industry and run by a third party, and they operate on the honor system. When the watchdogs are set up, marketers and ad agencies agree to abide by their rulings, which often means dropping ads that are deemed deceptive. If the marketers later fail to do so, they run the risk of bad publicity or possibly even litigation. Only in a few countries, such as Norway, can regulators impose fines. Environmental advocates say the increased vigilance is welcome, even if the watchdogs have limited powers. Please click here for the full article.