SEATTLE - When Kevin Tuerff picks up a newspaper, his eyes are immediately attracted to certain ads. He has made it a mission to make sure the companies using "green appeal" are keeping it real.

"Well I'll be damned. Exxon Mobil says if you love hybrids, you'll love our new separator film," he said.

It's not that Tuerff doesn't believe Exxon-Mobil, he just wants to make sure the company is not being lured into the big green claim game.

"To have marketers exaggerate the claims for their clients without having their environmental house in order is just not acceptable," said Tuerff.

So he's created a Greenwash Index Web site where people can submit ads, view others and rate them, like an ad that uses sexy models to shine up the coal industry's dark image.

"The majority of them with people having a problem come from the energy industry and the automobile industry," said Tuerff.

One of the possible reasons for that is those industries put out ads that can be somewhat vague. What exactly does 76 mean when they say they reduce emissions with every tank?

A search on the company Web site shows it is referring to detergents added to its fuel that may make an engine cleaner, thus reducing emissions.

So it's true, 76's clean gas doesn't pollute as much as dirty gas. But the question Tuerff and his Web site ask is: Does it paint a greener picture than a company deserves?

On Tuesday, Tuerff will speak to the Ad Club Washington group. He says he will challenge members to avoid overselling the greenness of their clients.