Organic, Fairtrade, FSC Certified - "eco-promises" are made about a
range of issues in advertising, in-store promotions, and on products
themselves. But look before you leap on this bandwagon, a new report suggests - or you may be doing your green rep more harm than good. Here are five pitfalls companies face in communicating their efforts via eco-label - and how best to avoid them. By Emily Rabin Cowan