The recent surge in green marketing has left many brands searching for the right words to sell the environmental benefits of products.

But many advertisers still slip up by using vague terms that leave themselves open to charges of greenwash, as oil firm Shell has found to its cost.

In August, the UK’s Advertising Standards Authority ruled that Shell had misled the public by branding its Canadian oil sands operation “sustainable” in an ad in the Financial Times in February.

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