Considering “going green” and buying environmentally safe products? The Better Business Bureau (BBB) encourages consumers to watch out for green marketing claims that sound great but may be misleading.

According to the Federal Trade Commission (FTC), many marketers use “greenwashing” — the act of misleading consumers regarding the environmental benefits of a product — to convince consumers their products are environmentally friendly. The FTC advises consumers to look for specific information on packages and products that explain why the product is green.

So, how do you differentiate true “green” products from those claiming to be eco-friendly? BBB and the FTC advise consumers seeking green products to watch out for the following red flags:

Watch out for greenwashing deception

Companies have for years been aware that they can increase sales by “greenwashing” their labels and their advertising. Greenwashing is the practice of using false or misleading statements about their products’ environmental benefits, to catch the eye and the dollar of consumers who want to be environmentally responsible. Here is a brief listing of some of the terms they favor:

• “Free Of” – The FTC dictates that product manufacturers be able to prove that the product has no more than a harmless trace of whatever chemical or ingredient this claim is made for. The product must also be free of any other ingredient that has the same kind of risk.

• Non-Toxic – This product must be safe for humans and for the environment. If it’s just safe for one of the two, it must say so.

• Ozone-Friendly – The product must be provable to not harm the upper ozone layer and air at ground level.

• Less Waste – Specifics must be given on the label. For example, they may say the product has less waste than a previous product.

• Biodegradable – Landfill disposal slows the rate of decomposition, due to sunlight, air, and moisture inhibition. Items that will probably end up at landfills must be proven to break down at the rate their ad states.

• Compostable – This item must be safely compostable in home compost piles.

• Recyclable – Be aware that some areas can have limitations on what recyclable they can handle. A label’s claim may not be true for a specific location.

• Made with recycled content – Look for specifics on this claim. Is it made for the product or for the container? If it’s only partially made from recycled material it must say so.

Additionally, there are many other terms marketers use to describe their products that consumers should be wary of. They have varied and vague meanings and are often unverified. As said earlier, they are meant to attract the eye and the ear of consumers who care about the environment, with the goal being increased sales. Some favorites are: Less waste, less toxic, made with renewable energy, ozone-safe, clean, low carbon, plastic neutral, and regenerative.  

As Kermit the Frog sang, perhaps “It’s not easy being green.” But it’s easy to be greenwashed, as product labels are showing us. BBB urges consumers to do some label investigating. If the environmental claim is not backed up with data, don’t fall for it.

For answers to any questions or concerns regarding environmental claims that you encounter in the marketplace, check with BBB at 800-856-2417 or visit the website BBB.org.