- Kenneth Hein

The signature spiral shape of the compact fluorescent light bulb has become, in many ways, a symbol of all things "green."

It is an easily recognizable representation of energy savings because, yes, these neat looking bulbs last a lot longer than typical bulbs. But, upon deeper investigation, they are actually far worse for the environment (and the human race), than they are good. Which makes them the absolute perfect symbol of all things marketed as green these days.

Given the amount of misinformation and public relations spin that has occurred during the past year about a whole host of "green" products and services, I can't think of a more fitting emblem.

The reality is: These light bulbs are about as good for the environment as a toxic chemical spill—specifically a mercury spill. You know mercury, one of the most toxic substances known to mankind.

Even the roughly 5 milligrams found within these "green" light bulbs can be absorbed through the skin or inhaled. Exposure to any level of mercury is hazardous to your health and can cause neurological problems. In other words, you really don't want to break one of these poison bulbs in your home.

What's more, you're not supposed to just chuck them in the trash. There are many proper, but decidedly inconvenient ways of disposing of hazardous chemicals. But, the type of people who would actually go through the effort are smart enough not to buy these mini time bombs. So millions of these bulbs will end up in landfills. Then, inevitably, the mercury will seep into our water supply. There is absolutely nothing eco-friendly about that.

These bulbs and numerous products like them gained a head of solar-powered powered steam last year as green marketing took hold. The trend was even capped off on New Year's Eve with a wind-powered Coca-Cola billboard.

As more and more companies go green, 2009 will likely be the year that consumers really start paying attention to their claims and offerings. Many of those who do won't like what they see.

I recently took an informal straw poll among my friends and co-workers about what environmentally friendly products seemed like total bullshit. Pretty much everyone could name one off of the top of their heads. Here's a short list:

Seventh Generation diapers: A co-worker recently poo-pooed the product not only because of its steep price point (which is often an issue with green products), but also because they really just seemed like slightly duller looking diapers meant to look natural.

Obviously, there are merits to not having chlorine in a product that spends all day pressed against your baby's skin, but many consumers felt like they were being hoodwinked.

Green trash bags: Another friend thought green trash bags were "the stupidest thing he had ever heard of." Again a number of these products made via recycled plastics are more expensive than the typical product which is problematic. But the bigger issue is "they are still plastic," he said. The problem with plastic is it didn't really exist until after the First World War. Since then we've been stuffing the planet with this nonbiodegradable material.

Hybrid SUVs: "Giant hybrid SUVs seem like nonsense," said another respondent to my informal poll. Indeed, many of these monsters don't really get good gas mileage at all. Sure 20 mpg is good for a Cadillac Escalade, but if you really wanted to use less fossil fuels, wouldn't you just buy a smaller car?

Fiji Water: A quick visit to Fijigreen.com shows how the brand is working to reduce its carbon footprint, which is admirable. But, the reality is the brand is taking water from the middle of nowhere, putting it in plastic bottles and then shipping it across the globe. How exactly is that eco-friendly? It isn't. Last I checked water was available for free through pipes coming up to my office and my home.

While it is a great and necessary step for brands and products to consider the environment, the green backlash is on its way.

It will only take so many trips to the supermarket in a gas-guzzling hybrid SUV to purchase overpriced diapers and exotic bottled waters, that will end up in a nonbiodegradable trash bag, to get the toxic, spiral light bulbs to go off in consumers' heads.