Green-wash (green’wash’, -wôsh’) verb:
The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

1: Sin of the Hidden Trade-off
A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other  important environmental issues. Paper, for example, is not necessarily environmentally preferable just because it comes from a sustainably harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.

2: Sin of No Proof
An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party
certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.
3: Sin of Vagueness
A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example; Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.
4: Sin of Worshipping False Labels
A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.
5: Sin of Irrelevance
An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable
products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.
6: Lesser of Two Evils
A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this sin, as might the fuel-efficient sport-utility vehicle.
7: Sin of Fibbing
Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.

Some Notable Findings from the 2009 Report…98% of products committed at least one of the Sins of Greenwashing. Greenwashing is so rampant that a Seventh Sin has emerged.  The Sin of Worshiping False Labels is committed by a product that, through either words or images, gives the impression of third-party endorsement where no such endorsement actually exists.

Source:
http://sinsofgreenwashing.org/findings/the-seven-sins/#fibbing


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