An evergreen seal of approval branches out
— -- The 100-year-old Good Housekeeping Seal, designed to protect consumers from tainted products and false claims, is going green.
"Today there are many products claiming to be green but no real guidelines defining what that means," says Rosemary Ellis, editor in chief of Good Housekeeping.
"It's our responsibility to help consumers make the wisest and healthiest choice for themselves and their families."
She announces the launch of the second seal in the magazine's April issue.
To acquire the green stamp of approval, the product must pass tests required for the original seal. (Products are tested at the Good Housekeeping Research Institute for quality and safety.)
Then they must meet additional criteria, such as energy efficiency, packaging reduction and water quality.
Helping develop those criteria will be Brown & Wilmanns Environmental, a California-based consulting firm.
As with the original seal, if a product proves defective within two years of purchase, Good Housekeeping will replace the item or refund the consumer.
Beauty and cleaning products will be the first to gain the green seal, and those endorsements will be rolled out in the second half of this year.
This green seal joins a proliferation of other eco-friendly rating systems. The U.S. Environmental Protection Agency and the Department of Energy have a joint program in which they give the Energy Star designation to energy-efficient appliances, electronics, lights, air conditioners and heating equipment.
The Forest Stewardship Council certifies wood from sustainably harvested forests, and the National Fenestration Rating Council certifies windows for insulation, air leakage and other factors.
There are also ratings known as GreenGuard for indoor air quality and Green Seal certification of a wide range of home, office and construction products.
Each industry is starting to develop its own standards, and that can confuse consumers, says David Johnston, president of Greenbuilding.com and author of Green From the Ground Up. "What's missing is one collective set of clear criteria."
