This report focuses on the problem of greenwashing, the prevalence of which has risen despite regulations. A recent review revealed that 40% of all green claims may be greenwash. The report offers a thorough review of the literature to identify the main types of greenwashing and ways to detect it.

Methodology
The study reviews the scientific literature and other non-academic sources to identify indicators used to detect greenwashing. A framework for identifying greenwashing is then developed. The framework can be used by a variety of agents, from corporations to governments.

Findings
The report highlights several forms of greenwash, including: selective disclosure, dubious certifications and labels, and ineffective public voluntary programs. The framework includes a variety of questions that can be used to identify whether or not an organisation is engaging in greenwashing. If any question is answered affirmatively, the organisation is at risk of engaging in greenwashing.

Conclusion and recommendations
This report presents an integrated framework to identify greenwashing in claims, which can support genuine green marketing and communication strategies. It can also be used as a monitoring tool by academics, activists, and consumers wishing to hold various actors accountable for the claims they make. The authors note that the framework is not meant to be used to benchmark organisations but rather to analyse whether they are engaged in greenwashing.

One recommendation offered is for companies to analyse the entire product life cycle when making green claims and assess the cumulative environmental impacts of their activities. It is also recommended that organisations use easily verifiable language when advertising and to avoid using misleading imagery or symbols. For instance, technical language can make it difficult for people to understand the claims being made.