There are a lot of products marked "eco" and "bio" on store shelves, which successfully create an imaginary impression of the ethical brand. These designations do not always correspond to reality. This article explains what ethical branding and greenwashing are, how to distinguish greenwashing from ethical brands. And how the companies hype up on green marketing. In this study, there are method of continuous sampling, which is used to select several brands from the large number of them and a comparative method, which helps to identify the similarities and differences of ethical branding and greenwashing. The study revealed the main principles of ethical branding and greenwashing, as well as to consider the requirements to be ethical and company's PR campaigns. It had been determined that ethical brands use some methods of promotion and PR based on the promoted principles of ethics. Greenwashing is done by brands that want to attract attention and hype on the green “theme”.It should be noted that the green theme itself is a very delicate matter and it involves various factors, so this article has not got the intention of accusing any company that appears in this paper.