Are Your Efforts Really 'Green'?

The New York Times recently published an article questioning whether or not companies use the illusion of being 'green' and environmentally friendly to appear hip and attract customers eager to do good, and in fact coined a new term to describe the phenomenon: Greenwashing. In an attempt to alleviate the deception that likely occurs, the Federal Trade Commission is beginning to update its environmental advertising guidelines. One can only wonder if the measure is too late; are consumers beginning to lose their illusion with 'green' businesses that, in reality, do little for the environment, and will this cause a backlash for other businesses that really achieve something?
See 'F.T.C. Asks if Carbon-Offset Money is Winding Up True Green' for the full article: http://www.nytimes.com/2008/01/09/business/09offsets.html?_r=1&scp=3&sq=federal+trade+commission&oref=slogin