• USA Today, Tuesday, October 26, 2010 11:09 AM

Wendy Koch reports that a new study finds that 73% more products are making environmental claims this year than last but it avers that more than 95% of those claims are misleading, false or unproven.

TerraChoice, an Ottawa-based marketing firm owned mostly by Underwriters Laboratory of Canada, visited 34 stores in the U.S. and Canada from March to May and surveyed 5,296 products that make environmental claims for its "Sins of Greenwashing" report.

"The biggest sin is making claims without any proof," says Scot Case of UL Environment. "Vagueness" -- such as a shampoo that claims it is "mother-earth approved" -- is the second leading problem.

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