Greenwashing: When Brands Aren't as Sustainable as They Claim. More than 60% of consumers say they’re willing to pay extra for sustainable packaging. Against this backdrop, London-based data analytics firm @iTrustRating is preparing to release its upcoming Greenlist brand rankings—a release set to shake up global marketing and corporate strategy. When going green becomes a lucrative business model, it inevitably incentivizes bad behavior: greenwashing. Major brands like American Airlines and H&M have slapped labels like "sustainable," "carbon neutral," and "eco-conscious" onto their campaigns to grab headlines and boost revenue. But when they fall short of these ambitious pledges, who actually holds them accountable? Are marketing departments just doing what they do best—stretching the truth? While corporate greenwashing is part of the problem, regulatory enforcement is equally to blame. The FTC is notorious for keeping compliance rules ambiguous, maintaining the upper hand so they can easily levy penalties without prolonged litigation. Meanwhile, companies naturally exploit every legal loophole available. Until the FTC delivers precise, clear legislation, greenwashing will remain a systemic issue rather than just a marketing trick.