“Greenwashing” is a clear buzzword in the UK and EU. Greenwashing is the use of false, misleading, or unsubstantiated claims about the environmental friendliness of products, services, or practices. The term was coined by Jay Westerveld (an environmentalist) in 1986 but has received increased attention from regulators in recent years. Lately, efforts to market environmentally sustainable business practices have led to an increase in “green” trade mark applications.