The term “greenwashing” has been around since the 1980s, but it’s only gained widespread use in recent years as the sustainability movement picks up momentum – and as savvy consumers call out brands that exaggerate or mislead environmental claims.

Greenwashing is when a company makes sustainability claims for marketing purposes without putting forth any real effort to follow through. Last year, fast-fashion retailer H&M was accused of greenwashing its products with misleading sustainability scorecards. Beverage companies are often dinged for releasing lofty goals set a decade or more in the future – but not being transparent about the roadmap to get there.

There has been increased scrutiny into greenwashing claims. Last November, Goldman Sachs paid $4 million to the Securities and Exchange Commission to settle charges that it had misled investors about investments marketed as environmental, social and governance funds. The Federal Trade Commission is in the process of updating its “Green Guides” for the first time in over a decade to help marketers avoid greenwashing – and even has a free workshop planned in May to examine the current state of recycling and what it means to claim something is “recyclable.”

Some brands, wary of greenwashing accusations and potential lawsuits, have taken to “green-hushing,” or deliberately hiding or understating their environmental impact or progress. A company that refuses to disclose its carbon footprint or water usage or that claims to have sustainability initiatives but doesn’t report on progress could be accused of green-hushing. Rather than exaggerating claims, these companies remain deliberately vague about their eco efforts.

So, how can promotional products businesses strike a middle ground between the two and share their sustainability progress without being accused of greenwashing or green-hushing? Try these four tips:

1. Be transparent: Suppliers and distributors should be open and honest about their sustainability initiatives and progress. Share information on your website and via social media, and release detailed annual reports.

2. Back up your claims: Instead of using vague or exaggerated language, look for products that are certified by organizations like the Forest Stewardship Council (FSC) or the Global Organic Textile Standard (GOTS). Consider becoming a Certified B Corp or getting your sustainability efforts rated by an organization like EcoVadis.

3. Don’t hide your efforts: When you launch a sustainability effort, be sure to share the news with your clients, and keep them posted on your progress. If you’re being open, transparent and specific – and making an honest effort toward improvement – you’re less likely to be accused of either greenwashing or green-hushing.

4. Focus on continuous improvement: Sustainability is a journey, and people want to see the progress you’re making. If you haven’t already done so, create benchmarks that measure your current energy use and recycling efforts, then keep track of how you’re improving those metrics over time.

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