Paper Title
Measuring truth on green claims of ads: a common scale possible?

Ascending tendency towards skepticism for green claims look as a threat for advertising industry and also for trust green initiatives. In these circumstances, it is clear the necessity of a method or system for distinguishing greenwashing from real green claims. Although the existence of some studies, a comprehensive analysis of greenwashing determinants is lacking. This paper is intended to provide a basis for discussions about the necessity of new tools and measurements to determine and mitigate greenwashing.For this purpose a concise view of the field in literature explained. Key words- Greenwash, green claims, deceptive ads, misleading claims.