Researchers argue that less than 1% of “green marketing” claims are true or not misleading. From the report, “State of Green Business 2008”:

Consumers’ skepticism was given credence in a report on “the six sins of greenwashing,” which found that the overwhelming majority of environmental marketing claims in North America are inaccurate, inappropriate, or unsubstantiated. After examining 1,018 consumer products bearing 1,753 environmental claims, researchers concluded that all but one made claims that are either “demonstrably false or that risk misleading intended audiences.”

(I’m gunning for most obvious headline of the year with this post. But what am I doing posting on environmental propaganda? I think some other bloggers are influencing me. Tsk, tsk.)