The Dilemma of Making Environmental Claims

There is certainly a lot of controversy around what environmental claims to make or not, certainly "green washing" is a huge problem. Most articles I have read on the subject get mired in the "well it depends on your point of view" mindset, becoming a discussion of ambiguous rhetoric. We tend to over complicate a lot of matters these days ending up going in circles not really saying much of anything. Here are the guidelines that I use short and simple:

1. Is the claim rooted in rigorous science and engineering principles that are defensible and quantifiable. Preferably audited and/or peer-reviewed. That's it!