16 Nov '11, 8pm

On the Alert for Misleading Ads

On the Alert for Misleading Ads

Kevin Tuerff’s message is clear: Companies should not be making false claims about how green their products are to gain an incremental improvement in market share. Speaking this month at the GoGreen conference in Phoenix, Mr. Tuerff, the co-founder of the marketing agency EnviroMedia, casts himself as an ethical guardian at the gates of green advertising. Four years ago, he dreamed up the Greenwashing Index , a host site where consumers post, rate and discuss environmental advertising. He says the site has logged 55,000 repeat visitors. Ken Baker Kevin Tuerff, founder of the Greenwashing Index, at a conference in Phoenix on Tuesday. The term “greenwashing” was coined by the New York environmentalist Jay Westervelt in a 1986 essay on the hotel industry’s recommendation that guests reuse their towels rather than demand fresh ones each day to help the environment. The index i...

Full article: http://green.blogs.nytimes.com/2011/11/16/on-the-alert-fo...

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