How the Web Can Help You Fight Greenwashing

Dubious marketing claims about environmental benefits are rankling many consumers. Two sites aim to give you the straight dope

There's been a wave of green goods crashing over our heads in recent months. But how confident are you really that the eco-friendly toothpaste (shampoo, notebook, chair, etc.) you bought was green enough to justify that much more of your hard-earned wages? Turns out the green marketing noise level has gotten so high, it's ticking people off. Earlier this year, for example, Britain's Advertising Standards Agency noted that in 2007 it received more than four times as many complaints about ads touting green claims than it did in 2006.

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