Meet the voice of Madison Avenue's conscience

10/25/2011 | SustainableBusinessOregon.com

As associate director of the National Advertising Division of the Council of Better Business Bureaus, David Mallen's job is to act as Madison Avenue's conscience. Mallen's team investigates claims of greenwashing and makes public recommendations about how companies can avoid making bogus environmental claims. "Ultimately it's an incentive for them to -- I'll say it -- do the right thing," he says.

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