Greenwash is with us, and unless we take action, it is likely to be with us to stay. Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction). Found in advertising, PR or on packaging, and made about people, organisations and products. Greenwash is an old concept, wrapped in a very modern incarnation.

And greenwash is growing. The Advertising Standards Agency in the UK is upholding more and more complaints against advertising that can’t live up to its green bluster. Around the world regulators are trying to keep up, and the USA’s Federal Trade Commission has brought forward to 2008 its plan to review their environmental marketing guidelines. France has just announced new guidelines and the UK is reviewing the advertising Green Claims guidance. But is this enough?