Going green risks being made meaningless by marketing

Illustration: Thom Stratton

Did you know that you can hire a green real estate agent? That your website can be green? Your credit card? Chances are these days if something can be looked at with an eco-friendly angle, someone will take advantage of it--sometimes fraudulently.

The problem has become so pronounced that Congress and the Federal Trade Commission have become involved. This week a house subcommittee held hearings on the matter, entitled "Its Too Easy Being Green: Defining Fair Green Marketing Practices."

"There is legitimate concern that some consumers are basing their purchasing decisions on misleading and, in some cases deceptive, labels," said committee chairman Rep. Bobby Rush (D-Ill).

The FTC has published a "Green Guide" to provide boundaries for what companies can and cannot claim about their products' green properties. They have also been conducting a series of hearings with various industries to gain additional insights into areas that may need revision or inclusion in the guide.

Even with the government's help, it still falls to each consumer to be informed and make good decisions. That can be difficult when manufacturers often disclose only what is required by law and can obscure information behind scientific terminology or claims that are only technically true. For example, some manufacturers may claim not to test on animals, yet get around this by hiring outside firms to do the testing for them, or have their suppliers test the individual components they later combine into the finished product.

There is hope. In the Internet Age it's increasingly likely that whenever there is a need someone will find a way to provide the solution. Numerous consumer-oriented sites are available to help consumers investigate products and service claiming to be green. One of the most promising sites is GoodGuide. Formed by Dara O'Rourke, the site combines the efforts of "scientists, consumer researchers, technologists and industry professionals" to provide an expansive database of product information. On the site consumers can find a a rating for each product, or dig deeper for additional levels of detail, including various certifications given by third-party auditors.

Couple these sites with emerging technologies like smart phones and wireless communications and consumers can look up product data right at the store shelf. Research is already under way in wearable electronics that could make accessing information even quicker and nearly automatic.

For now the consumer landscape remains "let the buyer beware" where green products are concerned. Until government protection and consumer research catches up it remains up to the consumer to do their homework. Now, more than ever, knowledge is power.