Croakwashing?

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Consumer Reports WebWatch's Beau Brendler is questioning SaveTheFrog.com, a new Web site by the Discovery Channel's Animal Planet and the Clorox bleach company. The site purports to educate people about environmental concerns related to the planetwide disappearance of frogs. As Brendler points out, however, "What the Web site doesn't detail is the Clorox company's environmental record over the last couple of decades. It has been less than stellar." Brendler also points out that the domain for SaveTheFrog.com is registered to Fleishman-Hillard, one of the world's largest PR firms. "We know Clorox is trying to position itself as a 'health and wellness' brand, and that their new green image campaign prompted the Sierra Club's Florida chapter to complain about a deal the parent organization did with Clorox," he writes. "Corporations do this kind of thing. But what's a little troubling is the way Animal Planet, part of an organization that's a well-known and respected producer and broadcaster of documentary films on, among other subjects, the environment, has treated the Clorox frog site. Animal Planet's site can't seem to make up its mind whether SaveTheFrogs.com is an advertisement or editorial content."