Nothing like Earth Day to focus attention on greenwashing.

The Center for Media and Democracy, no fan of the PR industry, is a good example. Its authors define greenwashing as “the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy.” A bit wordy, but sounds about right.

An East Coast PR executive cites a study by TerraChoice, an environmental marketing firm, that found 99 percent of the 1,753 claims of green consumer products they recently reviewed were “guilty of greenwashing.”

As prevalent and disturbing as greenwashing is, many in the media and environmental groups may be too focused on the actions of those who want us to believe they are doing some good for the Earth, when they’re really not. I’m equally disturbed by the vast numbers of businesses that make no effort or claim to be green. Some of those guilty of greenwashing are at least trying to improve their practices. Wal-Mart, for example.

I can’t cite statistics, but I would wager that most businesses have still done little or nothing to become more Earth friendly. Instead of spending inordinate time fact-checking green claims, we should be urging, cajoling or, if necessary, shaming offending businesses into cleaning up their acts. Not to defend greenwashing, but companies that make green claims open themselves up to public scrutiny. That’s more than can be said for the green-avoiding majority who are happy no one’s asking them the hard questions.