Site claims to offset carbon as you shopGreen charity Pure takes a cut of commission

06 December 2007

A new website claims it can help consumers to be greener as they shop online.

Smartly Green says it can help to offset your personal carbon footprint while you buy food, fashion, gadgets, insurance and holidays on the web.

You have to register with the Smartly Green portal and then calculate your personal carbon footprint.

Then you can click through to the websites of major high street stores such as John Lewis, Asda, Boots, Woolworths and Carphone Warehouse.

Carbon offsetting

You pay the same price for goods as you would if you shopped directly at the store, but Smartly Green gets a commission from the retailer for directing you to its site.

Half of this commission is then credited to your Smartly Green account. Of this, 80% is donated to a carbon offsetting charity called Pure with the rest returned to you in cash.

Renewable energy

Smartly Green says that the money donated to Pure is used to fund renewable energy and efficiency projects around the globe.

Once you have met your personal carbon offsetting target for the year, then 20% continues to be paid to Pure and 80% is returned as cash.

If you don't earn enough loyalty points to offset your carbon footprint in one year then all the loyalty points you have built up are donated to Pure.

On the anniversary of your registration with Smartly Green, your account is empty and you start to offset your estimated carbon footprint for the new year using the same rules that were used in year one.