How to Spot Greenwashing in Ads and Product Packaging

Greenwashing is a way for companies to piggyback on everyone’s concerns about climate change — and it’s everywhere. Here’s your guide to spotting it.

What is greenwashing?

Broadly speaking, it’s when companies questionably claim environmental bona fides to attract more business or draw less scrutiny.

Practically speaking, greenwashing can be nebulous. When British Petroleum rebranded as BP (“Beyond Petroleum”) in 2001, many called that greenwashing (BP disagreed). When Unilever Plc claimed its Persil laundry detergent was “kinder to our planet” without explaining how, an advertising regulator nixed the commercial for greenwashing (the company said it was “disappointed” with the decision). ...