> It’s what scientists like Charlotte de Keyzer, a pollination ecologist and doctoral candidate at the University of Toronto, are starting to call “bee-washing.

> It’s what scientists like Charlotte de Keyzer, a pollination ecologist and doctoral candidate at the University of Toronto, are starting to call “bee-washing.” It’s a take on the phrase “greenwashing,” a deceptive marketing technique advertising environmentally friendly products or services that really aren’t so friendly. Bee-washing, as de Keyzer defines it, is when “a product, service, or organization is advertised as being more ‘bee-friendly’ than it actually is.” This "x"-washing scenario is tricky. There is a lot of money to be made by overstating claims, and it is often encouraged in the early days of any movement. What can realistically be done to prevent this (or at least mitigate damage)? What are the success stories where people became suitably educated or corporations suitably regulated?