Popularization of the trend of being „eco” contributed to the excessive use of it by many enterprises. They want to use this naming, but they do not adapt their products to the required criteria for the products that are friendly to man and the environment. Many producers consciously mislead their recipients by communicating the numerous features that indicate that a product is "bio" or "eco", while in reality it is not. This mechanism called greenwashing is a complex issue, because it is difficult for consumers to distinguish the truth from the colorized "green lie". Nowadays, companies use human naivety and ignorance in the area of envi-ronmental protection and ecology and they use unethical popular marketing tools, which is influenced by the growing fashion for an ecological assortment. In this situation, the products offered have nothing to do with caring for the environment. In the article, the aim of the author is to present the essence of greenwashing, show his practices and present a proposal to oppose this unethical action, to eliminate them from business activities.