One of the perennial themes of the greenwashing movement is the lack of governmental oversight. The green movement is a recent development in our culture and Government often takes years (or decades!) to catch up.
Because of this lack of oversight, companies can throw out false claims about their environmental friendliness virtually unchecked. The UK has seen a lot of greenwashing lately and a new steering committee has been formed to develop tighter guidelines to supervise environmental claims made by companies.
The committee will include the Advertising Standards Association. The ASA fields complaints about greenwashing in advertising so they are suitably placed to head up this effort.