13 Apr '11, 4pm

CBS EcoAd Accused of Greenwashing in FTC Complaint

This is a fascinating case of how challenging, yet important, it is for companies to get sustainability communications right. In this case, it appears that CBS is engaged in a kind of B2B cause marketing — requiring advertisers who participate in the program to make contributions toward environmental and social causes/projects. No one can deny a clear benefit here, but there is merit in the greenwash claim because this type of effort is likely to confuse consumers. The EcoAd logo is what they’ll see on television and the 99.99% of them who don’t take time to visit the EcoAd website will likely see the participating advertisers in a greener light or simply be confused. CBS would have been better off not creating a consumer-facing label for such a program. Rather, it would be better off just offering the option to advertisers (where it could include the logo and explain the ...

Full article: http://www.environmentalleader.com/2011/04/13/cbs-ecoad-a...

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sustainablebusiness.com 13 Apr '11, 3pm

Consumer and environmental groups say the "EcoAd" program recently launched nationally by CBS/EcoMedia is in violation of ...

CBS' EcoAds Accused of Greenwashing, Critics Lobby FTC

CBS' EcoAds Accused of Greenwashing, Critics Lo...

greenbiz.com 12 Apr '11, 10pm

OAKLAND, CA — Environmental groups yesterday urged the Federal Trade Commission to investigate CBS Media's EcoAd program, ...

Green Groups Ask FTC to Halt CBS Greenwashing

Green Groups Ask FTC to Halt CBS Greenwashing

triplepundit.com 13 Apr '11, 9am

The problem lies in the unintended consequences. Because, intentionally or not, the “digital leaf” is an eco-label , which...