Reducing business 'greenwash'

The upheld complaint against Royal Dutch Shell for an ad that ran in the UK’s Financial Times this February, claiming that oil sands in Canada's wilderness were a "sustainable" energy source shows that media watchdogs around the world are becoming tougher on business greenwash. "We don't want to discourage companies from making legitimate claims but want to reinforce the fact that they have an obligation not to mislead," says the Advertising Standards Authority (ASA) in its judegment http://www.guardian.co.uk/media/2008/aug/18/asa.advertising