EcoAds

CBS' EcoAds Accused of Greenwashing, Critics Lobby FTC

April 12, 2011 - Environmental groups yesterday urged the Federal Trade Commission to investigate CBS Media's EcoAd program, charging that it is misleading to consumers and portrays advertisers in a greener light than they deserve.

Through the EcoAd program, which CBS launched across its ad platforms earlier this year after purchasing advertising company EcoMedia in 2010, businesses can have a portion of their ad dollars go to local projects such as energy efficient retrofits and renewable energy installations. In exchange, their advertisements carry the EcoAd logo, a green leaf with "ecoad."

"Every time you see an EcoAd, you know that money is going directly to a bricks and mortar project that's putting people to work, saving taxpayer money, reducing carbon emissions, and improving the environment," says CBS-EcoMedia's website.

But by only putting the logo with no additional information on ads, some groups charge that the EcoAd is doing nothing more than greenwashing. CBS, meanwhile, says its website is clear about the program's purpose and notes that other environmental groups have publicly supported the program. {continued}