Eco URL to fight greenwashing worldwide
A global consortium backed by WWF and The David Suzuki Foundation will launch a bid for a .eco internet address in an effort to fight ‘greenwashing’, the term for false marketing claims about the environment.
The consortium, Big Room Inc, wants .eco to become a generic top-level domain to protect the integrity of the word ‘eco’ and help consumers easily identify environmentally and socially-responsible organisations and products online.
“Greenwashing is an information problem. Our goal is to create an information solution by using the global power of .eco to collect, store, and share sustainability information,” said Big Room co-founder Anastasia O’Rourke.
A .eco system will display current, detailed eco-information to anyone with a browser by collecting information from people when they register .eco domain names for their companies, organisations, products, or even themselves and then display that information in an accessible format.
If successful, the consortium has pledged to invest a portion of the revenues from .eco domain name registrations into environmental causes.
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