Good Housekeeping has come up with a new seal of approval, launched last month, it is called simply the "Green Good Housekeeping Seal."  Here is everything (and then some) that you need to know:

"The Green Good Housekeeping Seal was introduced in 2009 by Good Housekeeping magazine and the Good Housekeeping Research Institute (GHRI). It was developed to help consumers sift through the confusing clutter of "green" claims on hundreds of products on store shelves today. The Green Good Housekeeping Seal helps them make environmentally responsible choices.

In evaluating products that apply for the Green Good Housekeeping Seal, GHRI reviews and verifies a wide range of data related to the product's measurable environmental impact. Reduction of water use in manufacturing, energy efficiency in manufacturing and product use, ingredient and product safety, packaging reduction, and the brand's corporate social responsibility are among the factors considered.

To earn the Green Good Housekeeping Seal, a product must first be evaluated by the scientists and engineers at GHRI and earn the Good Housekeeping Seal, an emblem that reflects Good Housekeeping's satisfaction with its performance and Good Housekeeping's limited warranty: If the product proves defective within two years of purchase, Good Housekeeping will replace the item or refund its purchase price to the customer. Once a product has earned the Good Housekeeping Seal and then meets the environmental performance requirements, it can earn the Green Good Housekeeping Seal.

In developing the Green Good Housekeeping Seal, GHRI worked with environmental consultants at Brown & Wilmanns Environmental, a leading green consultancy, as well as an external advisory committee of environmental experts in industry, academia, trade associations, and non-governmental organizations. Cleaning and beauty products are the first two categories in which this emblem is being introduced; eventually the Green Good Housekeeping Seal will be introduced in more than a dozen categories, including building products, home appliances, consumer electronics, textiles, and children's products.

Good Housekeeping is aware that no product or company will score perfectly in all of the areas examined but will continue to improve over time. Therefore, GHRI will reevaluate its environmental criteria and expects to raise the threshold for the Green Good Housekeeping Seal as advances are made in sustainability efforts. For more information, or to have your product evaluated by the Good Housekeeping Research Institute for the Good Housekeeping Seal or the Green Good Housekeeping Seal, contact Sara Rad at 212-649-2550.

What is the Green Good Housekeeping Seal?

The goal of the Green Good Housekeeping Seal is to set a mainstream bar for consumers who wish to live a greener lifestyle. An environmental extension of the primary Seal, the Green Good Housekeeping Seal is an emblem that signifies to consumers that a product is making important strides towards being environmentally sound-and is, therefore, healthier for families and better for the earth.

How did you develop the requirements for the Green Good Housekeeping Seal?

The scientists and engineers at the Good Housekeeping Research Institute worked with Brown & Wilmanns Environmental, one of the nation's leading green consultants, as well as environmental experts in industry, NGOs, academia, and trade associations to establish criteria for the Green Good Housekeeping Seal. We also took into account findings from consumer research. It is clear that consumers want to buy products that are environmentally responsible-but they don't want to sacrifice quality. Only products that first earn the primary GH Seal, and then meet our environmental criteria, will earn the Green Good Housekeeping Seal.

How does Good Housekeeping define "green?" What are the criteria for the Green Good Housekeeping Seal?

In evaluating a product for the Green Good Housekeeping Seal, we take a comprehensive, holistic approach, evaluating and verifying data related to a product's environmental impact, including its composition, manufacturing, packaging, and distribution. We look at the reduction of water use in manufacturing, energy efficiency in manufacturing and product use, ingredient and product safety, packaging reduction, and the brand's corporate social responsibility. We want to make sure the product is safe to manufacture, distribute, maintain, and use.

We're aware that no company or product will perfectly meet all green standards. We are recognizing products making significant efforts in the right direction. Even after establishing our environmental standards, we will continue to reevaluate our green criteria on a regular basis, as advances are constantly being made in sustainability efforts.

How is the Green Good Housekeeping Seal different than the primary Good Housekeeping Seal?

In addition to meeting the criteria of the primary Good Housekeeping Seal - that the product fulfills its intended function, meets consumer expectations for durability, and is safe - the Green Good Housekeeping Seal evaluates whether the product contributes to a "greener" lifestyle and planet by being environmentally responsible.

Visually, the Green Good Housekeeping Seal will be a version of the same trusted icon of the primary Seal; it is green, rather than black, with a leaf motif in place of the original Seal's star.

There are already so many environmental labels - what makes the Green Good Housekeeping Seal more valuable to consumers?

While there are numerous eco-labels used in the marketplace, none have the broad recognition and trust of the Good Housekeeping Seal. We offer consumers the guidance they need to help them sift through the confusing clutter of "green" claims on hundreds of products on store shelves today. Consumers can be reassured that products with the Green Good Housekeeping Seal both perform and are environmentally responsible.

The Green Good Housekeeping Seal reflects a broad, multi-attribute approach that, to the best of our knowledge, is not available to our readers elsewhere. We are setting a mainstream bar for consumers who care first and foremost about the health and safety of their families and are looking for guidance on making eco-friendly choices. The Green Good Housekeeping Seal also incorporates a limited two-year warranty, just like the primary Good Housekeeping Seal, so it offers environmental guidance as well as consumer protection - something no other environmental label does.

Are there advertising requirements to use the Green Good Housekeeping Seal?

Yes, but the Seal is not for sale: It was developed as a service for consumers and only products that pass our strict evaluations can earn the Seal. Every year, products that apply for the Seal fail the evaluations at the Good Housekeeping Research Institute and do not earn the Seal. The same is true for products advertised in the magazine: if the product doesn't pass the Research Institute, we decline the advertisement. The evaluation process is open to any advertiser product or prospective advertiser's product.

Products with the Green Good Housekeeping Seal, since they have earned the primary Good Housekeeping Seal, carry a limited warranty: If the product proves to be defective within two years of purchase, Good Housekeeping will replace the item or refund the consumer. There is no other magazine or media outlet that protects consumers by assuming liability for its advertisers.

Will the criteria for products that have earned the Green Good Housekeeping Seal be transparent?

Yes.  (See the website for criteria.)

To evaluate a product for the Green Good Housekeeping Seal, the Good Housekeeping Research Institute (GHRI) reviews and verifies a wide range of data related to the product's environmental impact and the company's environmental and social responsibility performance. There are certain criteria requirements for each product category that, if not met, will exclude a product from being considered. For most environmental and social criteria, data are scored on a range; a product may still be considered if it doesn't score well in each area, as long as the total score meets the required level.

For a product to apply for the Green Good Housekeeping Seal, it first must earn the Good Housekeeping Seal, to ensure that it performs as promised. In order to earn the Good Housekeeping Seal, a product must pass evaluation by the Good Housekeeping Research Institute, a state-of-the-art laboratory staffed by scientists and engineers. Good Housekeeping Seal holders, and advertisers in Good Housekeeping, are backed by a two-year limited warranty, meaning if that product proves to be defective, Good Housekeeping will replace it or refund the purchase price to the consumer.

How will you check to see that what the manufacturer tells you is actually the truth?

Applicants are required to provide data and support materials that document their claims. All materials are reviewed by GHRI for accuracy, completeness and appropriateness to the claims.

Does the Green Good Housekeeping Seal protect consumers against unknown harmful contaminants in products?

Applicants are required to disclose all ingredients and commonly known contaminants in their formulations and these are subject to the Green Good Housekeeping Seal environmental requirements.

Isn't the FTC addressing green claims? Why is a Green Good Housekeeping Seal needed?

FTC's Green Guide is currently being updated and focuses on the validity of any claims made for a product. It does not evaluate overall environmental performance.

Will you publish a list of products that apply for the Green Good Housekeeping Seal, but do not get it?

No. Good Housekeeping and the Good Housekeeping Research Institute do not publish a list of products that apply for the primary Seal or the Green Good Housekeeping Seal. The Green Good Housekeeping Seal is intended to help consumers make smart choices on green products, not to go after those that do not meet our environmental threshold.

Is there a fee for the Green Good Housekeeping Seal?

There are no fees to apply for the Good Housekeeping Seal, and if the product earns the Seal, aside from advertising, there are no fees for using the emblem. Once a product is reviewed by the scientists and engineers at the Good Housekeeping Research Institute (GHRI) and is accepted for advertising, it may apply for the Good Housekeeping Seal, which entails providing additional documentation and submitting to an even more extensive evaluation of the product, packaging and marketing claims.

A product that has earned the primary Seal can also apply for the Green Good Housekeeping Seal by completing an extensive application addressing a wide-range of environmental criteria. 

A product applying for the Green Good Housekeeping Seal that has not yet earned the primary Seal will pay a one-time application fee to have its green application reviewed and scored by GHRI. If accepted, that fee will be applied to the product's advertising in Good Housekeeping. As with the primary Seal, no additional fees are charged.

It has been our policy since 1900 to stand behind Seal products. Products that have earned the Good Housekeeping Seal or the Green Good Housekeeping Seal are backed by Good Housekeeping's independent limited two-year warranty: If the product is found to be defective within two years of purchase, Good Housekeeping will refund the consumer or replace the product. To the best of our knowledge, no other publication, website or third-party emblem will back products with their own warranty.

Does a product have to earn the Green Good Housekeeping Seal to include environmental claims such as "eco-friendly" or "better for the environment" in an advertisement?

No, but as with all claims on advertisements running in Good Housekeeping, the Good Housekeeping Research Institute will require substantiation on "eco-friendly" claims to ensure their accuracy and compliance with FTC's guidelines."