Arm & Hammer is selling fabric softener sheets that it says are “more sensible for the environment.” Gillette makes cans of shaving gel that carry a little icon of a globe and promise “no CFCs.” Even giant Wal-Mart has an “Earth friendly” section of its Web site, offering organic cotton clothing, solar garden lights and energy-efficient appliances.

As Earth Day 2008 arrives on Tuesday, American consumers face a renewed outpouring of environmental marketing claims – boasts by companies that their products are everything from “100 percent natural” to “recyclable,” “eco-friendly,” “sustainable,” “biodegradable,” or just plain “green.”

Along with these claims has come a new wave of environmental seals and certifications aimed at helping consumers sort the real from the hype.

Some of these environmental seals of approval – such as the U.S. government’s “organic” label – are well-known and meaningful. But other green seals of approval are less helpful. Some cover only a few narrow criteria, without addressing other key environmental points. Others have been developed by industry groups with a vested interest in boosting their sales. In some product categories, there are even competing green standards put forward by different organizations.

The result? It can be almost as confusing to sort out the different green seals of approval as it is to sort out green product claims.

Full Story: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/04/19/MNHGVQQIC.DTL