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Claims Risk Turning Consumers a Jaded Shade of Green

Claims Risk Turning Consumers a Jaded Shade of Green

Last spring, the environmental marketing firm TerraChoice sent teams into six stores to record all of the environmental claims they observed. They subsequently tested 1,018 products that together bore 1,753 claims, against best practices for environmental claims recognized by the International Organization for Standardization (ISO), the Environmental Protection Agency and others.

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