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http://www.adweek.com/contributor/ronald-urbach

The World of 'Green Advertising'
 By Ronald Urbach
If you recently happened to turn on the television, surf the Internet orleaf through a magazine, you'll noticed that "green" is no longer only the favorite color of environmental groups. "Green" has become "mainstream" and turned into a big business. 

The NationalMarketing Institute estimates that consumers with environmental concerns represent more than $230 billion in spending power. Companies across the spectrum recognize that consumers want to supportbusinesses they perceive as environmentally conscious. In fact, studies show that more than 80 percent of Americans now consider a company's environmental record an important factor in deciding whether to buyits products. As a result, companies -- and more specifically their advertising -- are touting the environmental value of their business and products more than ever before. And while such assertions,if true, are universally recognized as a positive, many are questioning whether a majority of today's claims are more "greenwashing" than an accurate reflection of environmentally sound businesspractices. 

In today's marketplace, greenwashing describes a company that spends more time and money claiming to be green through advertising than actually minimizing its negative environmental impact.Its perceived prevalence has raised the eyebrows of environmentalists, regulators and lawmakers alike.

The Federal Trade Commission (FTC) is keenly aware of the trend towards increased greenmarketing and became concerned enough with possible consumer deception issues that it decided to revisit its 1998 guidelines for environmental advertising -- known as the Green Guides -- a full year aheadof schedule. In January, the FTC held a workshop concerning the marketing of carbon offset programs and renewable energy certificates. The main concern being that as more companies use these types of...