Green claims are everywhere, but surely there must be some simple way of measuring exactly what impact a company is having on the climate.  Inviting a third party like the soil association to endorse your product is a powerful indicator to customers of your integrity.  The big labels are hard to reach and that’s exactly why they are trusted!Here is a list of the 10 signs of Greenwash1 Fluffy language - words or terms with no clear meaning eg ‘eco-friendly’.2 Green products v dirty company - such as efficient light bulbs made in a factory which pollutes rivers.3 Suggestive pictures - eg flowers blooming from exhaust pipes.4 Irrelevant claims - emphasising one tiny green attribute when everything else is un-green.5 Best in class - declaring you are slightly greener than the rest, even if the rest are pretty terrible.6 Just not credible - ‘eco-friendly’ cigarettes.7 Gobbledygook - jargon and information that only a scientist could check or understand.8 Imaginary friends - a ‘label’ that looks like a third party endorsement… except its made up.9 No proof - it could be right, but there is no evidence.10 Out - right lying - totally fabricated claim or data.

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