Spot the greenwashing sins to become a smarter consumer ! The game was designed by UL (Underwriters Laboratories) Environment to increase our greenwashing awareness. You will be challenged by a variety of multiple choice questions asking you to identify either a real, legitimate eco-label from a fake eco-label (created by the manufacturer and placed on their products) or the correct Greenwashing Sin that a product claim is commtting.
Green-wash (green’wash’, -wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
What are the 7 Sins of Greenwashing, according to TerraChoice (now a part of UL Environment) ?
1 | Sin of the hidden trade-off
A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.
2 | Sin of no proof
An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.
3 | Sin of vagueness
A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.
4 | Sin of worshiping false labels
A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.
5 | Sin of irrelevance
An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.
6 | Sin of lesser of two evils
A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle.
7 | Sin of fibbing
Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered [from UL web site].
TerraChoice joined the Underwriters Laboratories global network providing environmental services to companies around the world. UL Environment works to advance global sustainability, environmental health, and safety by supporting the growth and development of environmentally-preferable products, services, and organizations. UL Environment continues the tradition of the Sins of Greenwashing studies, which include: The Six Sins of Greenwashing (2007); The Seven Sins of Greenwashing (2009); and The Sins of Greenwashing: Home and Family Edition (2010).