As the “Green Movement” gains more and more momentum, the business and marketing world is taking notice, making a visible effort to court the environmentally conscious. For some companies, this means developing greener products and engaging in eco-friendly business practices. But for others, “going green” boils down to little more than a well-executed marketing campaign.

Using advertising and other marketing strategies, these companies intentionally mislead consumers in a practice known as “greenwashing.” Businesses that have been greenwashed may appear to be eco-friendly, but in reality, spend more time and energy pretending to be green than actually implementing business practices that minimize environmental impact.

For example, a hotel may launch a campaign encouraging guests to wash their sheets and towels less often in order to protect the environment. By touting these efforts, the hotel maintains an environmentally responsible public image, giving the business greater consumer appeal. However, if the hotel’s environmental record doesn’t match its new-found enthusiasm for less laundering, the company is probably doing very little to protect anything other than their bottom line.

Products can also be greenwashed. Until the Federal Trade Commission put an end to the practice, retailers regularly labeled and advertised rayon textiles as “eco-friendly bamboo.” Consumers bought these products, sometimes at an inflated price, believing they were purchasing a green product. However, while rayon does originate from bamboo, it is manufactured using toxic chemicals, transforming the original plant fiber into a completely different - and not so environmentally friendly - product. Even products labeled “organic” may not be made entirely of organic materials.

If it doesn’t say “100% organic,” it probably isn’t.

To avoid getting "greenwashed,” be sure to do your homework. Before you buy into an eco-friendly advertising campaign, take a moment to check out the company’s website. Can you find additional evidence of an ecological commitment? If a company is making an effort, they’ll be the first to tell you about it. You can also look for products and services approved by the U.S. Environmental Protection Agency or an ecologically conscious consumer-advocacy group such as the Environmental Working Group.