Page 124 - Carbon Capitalism and Communication Confronting Climate Crisis

9 AN INTERVIEW WITH KIM SHEEHAN: … 113

BB: How is it currently supported financially?
KS: The ad agency EnviroMedia supports the site.
BB: Can you explain in detail how the Greenwashing Index scoring
criteria work? From the information submitted by consumers, to the
actual website management and index?

KS: Anyone can submit an ad, anyone can rate an ad.
The criteria are:

1. THE AD MISLEADS WITH WORDS.
Do you believe the ad misleads the viewer/reader about the com-
pany’s/product’s environmental impact through the things it says?
Does it seem the words are trying to make you believe there is a green
practice when there isn’t? Focus on the words only—what do you think
the ad is saying?
2. THE AD MISLEADS WITH VISUALS AND/OR GRAPHICS.
Do you think the advertiser has used green or natural images in a way
designed to make you think the product/company is more environ-
mentally friendly than it really is?
3. THE AD MAKES A GREEN CLAIM THAT IS VAGUE OR
SEEMINGLY UNPROVABLE.
Does the ad claim environmental benefits without sufficiently identify-
ing for you what they are? Has the advertiser provided a source for
claims or for more information? Are the claims related to the
company/product?
4. THE AD OVERSTATES OR EXAGGERATES HOW GREEN
THE PRODUCT/COMPANY/SERVICE ACTUALLY IS.
Do you believe the advertiser is overstating how green the
product/company actually is? Are the green claims made by the ad
believable? Do you think it’s possible for the product/company to do
the things depicted/stated?
5. THE AD LEAVES OUT OR MASKS IMPORTANT
INFORMATION, MAKING THE GREEN CLAIM SOUND
BETTER THAN IT IS.
Do you think the ad exists to divert attention from something else the
company does? Do you believe the relevant collateral consequences of
the product/service are considered in the ad? Does it seem to you
something is missing from the ad?