Have you ever fallen for “green-washing” or other false promises made by marketers? Green-washing is the use of marketing to portray a product as being eco-friendly or “green” when it actually isn’t. As more consumers look for eco-friendly, ethical and healthy options, marketers are attempting to add a green spin to their products, in order to boost sales. They may exaggerate the products’ benefits for the planet, or its people.

Experts have analysed around 2150 case studies focused on the European food industry, and these studies have proven that four out of five products on the market use deceptive slogans on their packaging, especially when it comes to health benefits. Whoa!

Some examples of this include probiotic yoghurts, which are sold at exorbitant prices by virtue of their name, sugary chocolate bars that “boost energy”, sugarless gum that claims to prevent plaque, and creams filled with silicones that promise eternal health and beauty. In the same way, a brand might add a natural extract to an otherwise synthetic product, and start lauding its “natural” skincare or hair care benefits.

Sounds Too Good to be True? It Probably Is!

We live in an era where aesthetics have come to overshadow ethics. The BS presented to the public on product labels is endless. If you’d like to see this for yourself, just check out AGCOM (an Italian company) and see how many sanctions have been made against well-known companies for so-called misleading advertising. One of the most famous cases is that of a well-known product that considers cellulite to be a “disease”. WTF?

My warning for you lovelies is to be wary of slogans that promise miracles, or that exploit your emotions by going after your most vulnerable needs (for example, your health or your kids’ health). These companies have no conscience, and as long as they can make their bucks, they will sell you that junky lotion with its carcinogenic ingredients and tell you it’s a “miracle” cream.

Don’t Be Fooled by Green-Washing

So, how do you sort through all the noise and separate the legit brands from the green-washing stuff? A good way to guide yourself is to look out for certifications on the products you buy.

Product certification is the process of certifying that a particular product has passed standardised tests for quality assurance and performance, and that it meets the qualification criteria stipulated in contracts, regulations, or specifications. Certification tells you that a company has really followed the right processes and chosen safe ingredients for their products.

Don’t be taken in by green buzzwords or outlandish claims. Look for the stamp of approval from a trusted certification body, and always be sure to read the ingredient list.

Look out for more info on leading certification bodies, coming up soon on my blog. You can also find out more about green-washing (and how to avoid it) in my book.