Some, like New Jersey Democratic Senator Frank Lautenberg, suggest that the job of setting standards for marketing claims should go to the Environmental Protection Agency. Unfortunately, it is not always clear to them what this means.
Confusion is created by manufacturers' claims regrading the nature of a product.
This can make shopping a tedious and time-consuming chore that many buyers are not willing to engage in. Deep-green products are offered by small suppliers whose corporate identity is built around a commitment to environmental values. Greened-up offerings are lines put out by established industry giants, and are generally improved versions of existing products. Their identity is built around the manufacturer and sold with environmental claims. The greened-up lines are doing very well by having jumped on the environmental bandwagon.