In 2008, Clorox was the subject of both consumer and industry criticism for advertising its GreenWorks line of allegedly environmentally friendly cleaning products using the slogan, "Finally, Green Works."[35] The slogan implied both that "green" products manufactured by other companies which had been available to consumers prior to the introduction of Clorox's GreenWorks line had all been ineffective, and also that the new GreenWorks line was at least as effective as Clorox's existing product lines. The intention of this slogan and the associated advertising campaign has been interpreted as appealing to consumers' fears that products from companies with less brand recognition are less trustworthy or effective. Critics also pointed out that, despite its representation of GreenWorks products as "green" in the sense of being less harmful to the environment and/or consumers using them, the products contain a number of ingredients advocates of natural products have long campaigned against the use of in household products due to toxicity to humans or their environment.[36] All three implicit claims have been disputed, and some of their elements disproven, by environmental groups, consumer-protection groups, and the industry self-regulatory Better Business Bureau.[37]