host ile ▁audience " ▁of ▁" soci et ally ▁conscious " ▁people . ▁Two ▁years ▁after ▁the ▁launch ▁of ▁the ▁campaign , ▁surve ys ▁found ▁people ▁in ▁California ▁trust ed ▁Che v ron ▁more ▁than ▁other ▁oil ▁companies ▁to ▁protect ▁the ▁environment . ▁In ▁the ▁late ▁ 1 9 8 0 s ▁The ▁American ▁Chem istry ▁Council ▁started ▁a ▁program ▁called ▁Res p ons ible ▁Care , ▁which ▁sh one ▁light ▁on ▁the ▁environmental ▁performances ▁and ▁pre ca utions ▁of ▁the ▁group ' s ▁members . ▁The ▁loose ▁gu idel ines ▁of ▁responsible ▁care ▁caused ▁indust ries ▁to ▁adopt ▁self - reg ulation ▁over ▁government ▁reg ulation . ▁ ▁In ▁ 1 9 9 1 , ▁a ▁study ▁published ▁in ▁the ▁Journal ▁of ▁Public ▁Policy ▁and ▁Mark eting ▁( American ▁Mark eting ▁Association ) ▁found ▁that ▁ 5 8 % ▁of ▁environmental ▁ad s ▁had ▁at ▁least ▁one ▁de cept ive ▁claim . ▁Another ▁study ▁found ▁that ▁ 7 7 % ▁of ▁people ▁said ▁the ▁environmental ▁reputation ▁of ▁company ▁affected ▁whether ▁they ▁would ▁buy ▁their ▁products . ▁One ▁fourth ▁of ▁all ▁household ▁products ▁market ed ▁around ▁Earth ▁Day ▁advert ised ▁themselves ▁as ▁being ▁green ▁and ▁environment ally ▁friendly . ▁In ▁ 1 9 9 8 ▁the ▁Federal ▁Trade ▁Commission ▁created ▁the ▁" Green ▁Gu idel ines ," ▁which ▁defined ▁terms ▁used ▁in ▁environmental ▁market ing . ▁The ▁following ▁year ▁the ▁F TC ▁found ▁that ▁the ▁N uc lear ▁Energy ▁Institute ▁claims ▁of ▁being ▁environment ally ▁clean ▁were ▁not ▁true . ▁The ▁F TC