Not that we really needed a study to know that most claims about the environmental virtues of particular products are simply marketing hype:

“All-natural” shampoo. “Planet-friendly” glass cleaner. “BPA-free” baby bottles.

The labels on 98 per cent of those good-for-the-earth-and-your-body items you fill your shopping basket with are lying, a new study shows.

Of the more than 2,000 self-described environmentally friendly products in North America examined by the environmental marketing firm TerraChoice, only 25 were found to be indisputably “sin free.” The rest were greenwashing, a term environmentalists coined to refer to misleading environmental ads or claims.

But if it makes you feel good, go right ahead and spend your money.