Futerra's 10 signs of Greenwash

Very interesting report on greenwash from Futerra reported by the Guardian:

Futerra's 10 signs of Greenwash
These are the things to look out for on advertising and packaging that can indicate when a company is trying to use greenwash to sell its product or service, according to Futerra's Greenwash guide..

1. Fluffy language
Words or terms with no clear meaning, e.g. "ecofriendly".

2. Green products v dirty company
Such as efficient light bulbs made in a factory which pollutes rivers.

3. Suggestive pictures
Green images that indicate an (unjustified) green impact eg flowers blooming from exhaust pipes.

4. Irrelevant claims
Emphasising one tiny green attribute when everything else is "ungreen".

5. Best in a bad class?
Declaring you are slightly greener than the rest, even if the rest are pretty terrible.

6. When it's just not credible
"Ecofriendly" cigarettes anyone? "Greening" a dangerous product doesn't make it safe.

7. Gobbledygook
Jargon and information that only a scientist could check or understand.

8. Imaginary friends
A "label" that looks like third party endorsement ... except it is made up by the company itself.

9. No proof
It could be right, but where's the evidence?

10. Outright lying
Totally fabricated claims or data.