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As more and more companies plant "greenery" on their products, consumers are presented with a wave of seemingly responsible choices--but without reading the very fine print and doing a bit of research, how can one deduce who's telling little green lies? After observing a steady surge of eco claims, the Federal Trade Commission wanted to know and clarify exactly that.

TerraChoice Environmental Marketing, which advises companies on green product positioning, reviewed claims companies made about 1,018 widely sold goods. Using metrics from the FTC and the Environmental Protection Agency, TerraChoice concluded that all but one of the claims were false or could be misleading. "If truly green products have a hard time differentiating themselves from the fake ones, then this whole notion of a green market will fall apart," says Scot Case, vice-president at TerraChoice.

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