its use has increased over recent years to meet consumer demand for environmentally friendly goods and services. The problem is compounded by lax enforcement by regulatory agencies such as the Federal Trade Commission in the United States, the Competition Bureau in Canada, and the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice in the United Kingdom. Critics of the practice suggest that the rise of greenwashing, paired with ineffective regulation, contributes to consumer skepticism of all green claims, and diminishes the power of the consumer in driving companies toward greener solutions for manufacturing processes and business operation. Time dimension: While the triple bottom line incorporates the social, economical and environmental (People, Planet, Profit) dimensions of sustainable development, it does not explicitly address the fourth dimension: time. The time dimension focuses on preserving current value in all three other dimensions for later. This means assessment of short term, longer term and long term consequences of any action. "One problem with the triple bottom line is that the three separate accounts cannot easily be added up. It is difficult to measure the planet and people accounts in the same terms as profits—that is, in terms of cash." This has led to TBL being augmented with cost-benefit analysis in Triple Bottom Line Cost Benefit Analysis (TBL-CBA). Performance/eco-efficiency: According to Rambaud, A. & Richard, J., "the TBL model [...] is based on the concept of ‘eco-efficiency’. In his seminal book, Elkington [...] gives a fundamental role to eco-efficiency in constructing the TBL model. According to him, the development of the concept of eco-efficiency allowed the development of the TBL model, a framework that he believes can save businesspeople from ecological communism". Eco-efficiency is equivalent to weak sustainability and corresponds to a relative measure of socio-environmental impacts compared to value creation. In this, eco-efficiency differs from eco-effectiveness, which is concerned with the absolute measurement of these impacts. A company can therefore increase its socio-environmental impacts and increase its eco-efficiency, if at the same time it increases its value creation even more. The TBL is thus the dedicated reporting system structuring this notion of performance at the expense of eco-effectiveness. Yet eco-efficiency is at the heart of rebound effects and cannot be a credible basis for ecosystem management in particular. Elkington himself has called for a rethink on TBL and a "product recall" on use of the concept. He argues that the original