......Although most companies undoubtedly attempt to market products and services accurately while extolling their purported environmental virtues, some have been accused of taking advantage of consumers? growing ?eco-consciousness? by exaggerating the environmentally beneficial qualities

of those products and services. Many more are said to have not provided consumers with sufficient information regarding the overall environmental costs and benefits involved in the manufacture and distribution of the products for which ?green? claims are being made?

often referred to as ?life cycle assessment.? Such accusations are increasingly being referred to as ?greenwashing??that is, deceptive or misleading

statements to consumers about the environmental practices of a company or the environmental benefits of a product or service. These practices may soon give rise to increased government enforcement of false advertising and securities statutes, and raise the potential for a new

genre of consumer and class action litigation.

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