They're calling you a liar!

I'm honest. We don't pollute. I have integrity. You can trust me. Honey, she didn't mean anything to me.

If your advertising messages are claiming any of these things and a hundred or so more, your consumer is quietly calling you a liar. If there weren't some question about honesty, no one would ever have to claim they were honest. If there weren't some question about pollution, no organization would ever say they care about the environment. You either do or you don't. If your factory stinks up miles of air, nobody will ever believe you care about the environment. If you try to trick your customers into buying something they don't want or need with exageration and fear, no one will ever believe you're honest.

Earn your claim. You'll never have to claim it. Advertise things that can't be disagreed with. If you care about the environment, prove it with your actions. If you're honest, prove it with your business dealings.