Nine in 10 at U.N. Climate Change Conference Believe Greenwashing is a Problem

    Consumers around Globe Called on to Judge Environmental Claims of

    BALI, INDONESIA, December 9 /CNW/ - Nine of 10 delegates and participants
attending the U.N. Climate Change Conference believe companies are
"greenwashing," according to a survey conducted by EnviroMedia Social
Marketing, Inc.

    In the survey, 46 of 54 randomly selected respondents agreed with the
statement, "Some companies are advertising products and services with
environmental claims that could be considered false, unsubstantiated and/or

    "It would not have been much of a surprise to see that kind of response
from American or EU constituents, but we were really surprised to see that
strong a response from the global community, including many developing
countries," said EnviroMedia President Kevin Tuerff.

    Survey respondents represented 31 countries on six continents and
included representatives of business, government and non-governmental

    What in the World is Going on With Green Marketing?

    EnviroMedia, a 10-year-old U.S.-based social marketing firm that works
solely on environmental and public health issues, is calling on consumers
around the globe to send examples of both good and bad green marketing
campaigns to its new Web site, Co-founders Kevin
Tuerff and Valerie Davis are encouraging consumers to submit TV, print or
online environmental ads for the public to rank on the new "EnviroMedia
Greenwashing Index."

    "We're calling for an end to greenwashing," said EnviroMedia CEO Valerie

    "Awareness of greenwashing is starting to catch on -- just like consumer
concerns about climate change have in 2007. This new Web site is the world's
first interactive online forum for educating consumers on the criteria for
recognizing greenwashing. It's our hope consumers will know greenwashing when
they see it, and that this will compel companies to strive for true green
improvements that make their environmental marketing more genuine."

    EnviroMedia will reveal a compilation of the consumer greenwashing
submissions and illustrate how consumers believe the ads stack up on its
Greenwashing Index on Jan. 7, a day before the U.S. Federal Trade Commission
holds its "Eco in The Market" forum in Washington, D.C., to address green
advertising claims. The FTC recently announced it will accelerate by one year
a review of its environmental marketing guidelines, due to a rapid rise in
green advertising.

For further information:

For further information: EnviroMedia Social Marketing, Inc. Kevin
Tuerff, or Ted Burton, +1-512-797-8200

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