meaningless labels purely as a means of public relations and marketing. Greenwashing has become a major phenomenon of contemporary corporate marketing, one that has considerably eroded public confidence in many forms of labelling. Regulatory standards can help, but ultimately an informed public is the ultimate solution. To this end, the Consumers Union, publisher of Consumer Reports, initiated, April 2001, the ecolabels.org website to act as a watchdog for the North American market. The CU has developed a set of criteria to measure the credibility of labels, and fairly comprehensive information on most labels seen in North America (Consumers Union, 2002). It emphasizes five criteria that make a good label. The label should be: Meaningful and verifiable, with standards verifiable by an independent organization. Consistent and clear, with an eco-label used on one product having the same meaning if used on other products. Transparent, with the organization behind the label making information about organizational structure, funding, board of directors, and certification standards available to the public. Independent and free from conflict of interest, with those establishing standards having no funding from product sales. Provide opportunities for public comment, with certification standards developed with input from multiple stakeholders including consumers, industry, environmentalists and social representatives in a way that doesn't compromise the independence of the certifier.