Lori Bongiorno

How to detect misleading ads

Woman in store / iStockPhoto

How do you know if an ad is telling the truth? It's not always easy, but there are certain clues you can look for to determine if the claims an ad is making are legit or if a marketer is purposely trying to mislead you into thinking a product is healthier, safer, or greener than it truly is.

Here are some ways to determine if advertising claims are fact or fiction...

Words matter. Look for specific rather than general claims. The following words are essentially meaningless because they are too vague and/or there aren't any standard definitions for them:

  • Natural
  • Hypoallergenic
  • Nontoxic
  • Fragrance-free or unscented
  • Free range
  • Hormone-free
  • Antibiotic-free
  • Eco-friendly, environmentally preferable, or eco-safe
  • Green

Meaningless claims are ubiquitous in the marketplace. For instance, about 33 percent of food and beverage products launched last year made some kind of "natural" claim. When shopping, it's safer to look for specific attributes, but there are no guarantees because in many cases there's no one verifying the manufacturers claims.

Some examples of specific claims:

  • Made from post-consumer recycled paper
  • Formaldehyde-free
  • No additives
  • No animal byproducts
  • No parabens
  • Phosphate-free

Visit Consumer Reports' Eco-labels center to find out which labels and terms you can trust.

Look for proof. Choose products with claims that can be verified or that have been certified by a third party. These products have been vetted by an independent agency to ensure that they meet certain standards. Some credible logos to look for include USDA Organic, Energy Star, Forest Stewardship Council certified, Rainforest Alliance certified, and Green Seal.

The U.S. Federal Trade Commission recently charged K-Mart and other companies with making deceptive and unsubstantiated biodegradable claims on some paper products. The FTC is expected to update its outdated regulations for green advertising claims sometime this year. Hopefully consumers won't have to read between the lines quite as much if the government cracks down on misleading claims.

Rely on experts. These websites do the homework for you: GoodGuide rates food, toys, personal care items, and household products based on environmental, social, and health attributes. Greenzer collects product and merchant info from across the Internet to create a score for each product it features on its site. Environmental Working Group's Skin Deep Cosmetics Database can help you find the safest and healthiest cosmetics and personal care products.

Check out TerraChoice's list of the Seven Sins of Greenwashing for additional tips on sniffing out misleading advertising.

Want to see some of the most egregiously misleading ads? View a full sampling, post your own examples, and vote for the worst offenders at the Greenwashing Index. Or read about Huddler's top picks.

 

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Environmental journalist Lori Bongiorno shares green-living tips and product reviews with Yahoo! Green's users. Send Lori a question or suggestion for potential use in a future column. Her book, Green Greener Greenest: A Practical Guide to Making Eco-smart Choices a Part of Your Life is available on Yahoo! Shopping and Amazon.com.

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comments from our community

Showing 16 - 30 of 34 comments

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  • Posted by Dog Mon Jul 6, 2009 5:13am PDT
    The question is,why are companies allowed to do this? Advertising is just one reason why capitolism will fail. Greed sucks!Corporations should be fined heavily if caught pulling these scams.
    Report Abuse
  • Posted by theandymancan1958 Mon Jul 6, 2009 5:19am PDT
    Actually, there is a huge difference between fragrance free an unscented. Fragrance free products have never had any artificial scents added, while unscented products have a scent and then have another product added to mask the original scent, which is more dangerous to those with chemical sensitivities because now you have two scents and two chemicals to deal with.
    Report Abuse
  • Posted by w t carlisle jr CPA Mon Jul 6, 2009 5:58am PDT
    Dear Cherry Street, If deregulation is a joke, regulation is a sick joke. If a private investment insurance company had ignored tips about Bernie Madoff for nine years, they could be sued. Have you ever tried to sue a regulatory agency? By the way, which one do you work for?
    Report Abuse
  • Posted by Hehe Mon Jul 6, 2009 6:43am PDT
    I agree Damien...
    Report Abuse
  • Posted by A C Mon Jul 6, 2009 8:12am PDT
    this didn't tell me anything! the article is suppose to tell me how to know if products are lying, and all she did was tell me where to go and find it...! A BIG THUBS DOWN.
    Report Abuse
  • Posted by ps Mon Jul 6, 2009 9:13am PDT
    i didnt learn anything from this.
    Report Abuse
  • Posted by JohnY Mon Jul 6, 2009 9:29am PDT
    Very nice article except for referring to and suggesting that Skin Deep is a reliable source on info re: the safety of cosmetics. They are essentially an anti-cosmetic organization that frequently exaggerates or provides unsubstantiated and highly misleading product/ingredient safety claims. Both the FDA and the industry have frequently been at odds with the nature of many of their alarmist claims and statements. Otherwise, I felt the artlicle was very well written and well worth passing on to others.
    Report Abuse
  • Posted by Aracely V Mon Jul 6, 2009 9:56am PDT
    ha also lite means the colour is pastel
    Report Abuse
  • Posted by Runa Mon Jul 6, 2009 10:02am PDT
    Fragrance-free can actually mean a lot. As an asthmatic, a lot of added fragrances can really cause problems for me. Sure, fragrance-free can overpower with a chemical smell on occasion, but it is a good primary filter. "Organic" should also be added to this list. Organic crops are required by law to be treated with certain chemicals. And may I add that the most natural of fertilizers (that is, manure) is illegal to use in any sort of farming? Talk about warped.
    Report Abuse
  • Posted by Adam Mon Jul 6, 2009 10:07am PDT
    I have no idea what Myrton W just said......
    Report Abuse
  • Posted by John F Mon Jul 6, 2009 10:11am PDT
    Another "favorite" of mine is : "Secret patented ingredient/process, or whatever." If it's patented, it's not a secret!!!
    Report Abuse
  • Posted by Con Mon Jul 6, 2009 11:03am PDT
    Wow! The best part about all of this is that the mainstream internet media is saying that the mainstream media is "reporting fiction", so who do you believe? My advise...do what you want, eat what you want, buy what you want and vote how you want. The natural order of things is to deteriate and that is what this nation has been doing since it began so have fun while you are here!
    Report Abuse
  • Posted by ScooterGirl Mon Jul 6, 2009 11:39am PDT
    Since Madison Avenue is about as trustworthy as Wall Street I don't pay any attention to advertising...period.
    Report Abuse
  • Posted by mmurphy Mon Jul 6, 2009 12:10pm PDT
    always read the ingredients just to be safe.
    Report Abuse
  • Posted by Pete Mon Jul 6, 2009 9:10pm PDT
    How is "no additives" not incredibly vague and meaningless?
    Report Abuse

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