More evidence that the current green hysteria is past its peak

Advertising - Cooling Off on Dubious Eco-Friendly Claims - NYTimes.com

AT an annual gathering of the advertising industry a year ago in Cannes, the environment was the topic du jour. “Be seen, be green,” one agency urged on the invitation to its party at a hillside villa.

Al Gore, invited by another agency, delivered a message linked to “An Inconvenient Truth,” his book and film about climate change: That the ad industry could play an influential role in encouraging businesses and consumers to change their ways and slow global warming.

The sun was still beating down on the Côte d’Azur last month as advertising executives from around the world returned for this year’s festival. But Mr. Gore was nowhere to be found, and the party buzz was about the American presidential election, the Euro 2008 soccer tournament and even the business of advertising itself. Green marketing, while booming, had lost some of its cachet.

The advertising industry is quicker than most to pick up on changing consumer tastes and moods, and it seems to have grasped the public’s growing skepticism over ads with environmental messages.