The International Herald Tribune reported Sunday that the current deluge of environmentally conscious advertisements is fueling consumer skepticism of “green” marketing. 

Jonathan Banks, business insight director, Nielsen, told the Tribune that a huge volume of “green” ads and the flimsiness of the claims in some of the campaigns are fueling the current backlash.

"After 18 months, levels of concern on any issue tend to drop off," Banks noted. "I fear that something similar may happen with this."

View Nielsen Online's recent Webinar on "Greenwashing".