As Eco-Seals Proliferate, So Do Doubts†

Wall Street Journal, April 2, 2009 — It's too easy to be green.

Recently, Kevin Owsley went searching for a reputable organization that could validate the eco-friendly traits of his company's carpet-cleaning fluid. But after canvassing a dozen competing groups hawking so-called "green certification" services — including one online outfit that awarded him an instant green diploma, no questions asked — he grew disillusioned about how meaningful any endorsement would be to his customers.