Google is promoting 'Paperless 2013' as a way for people to "remove the need for paper from paperwork".
Toshiba ran a similar campaign last year called National No Print Day. Two Sides dismissed it as "factually flawed", and industry pressure forced it to be abandoned.
The international arm of Two Sides has now taken the fight to Google with an open letter designed to correct its "unattributed environmental claims" and persuade it to abandon Paperless 2013.
The letter accused Google of having an "astounding" environmental impact, and said its data centre usage accounted for about 2% of the US's annual electricity consumption.
[Opinion: Stop picking on print and paper]
"[This] new initiative is clearly another example of a self-interested organisation using an environmentally focused marketing campaign to promote its services while ignoring its own impact upon the environment," said the letter.
Two Sides said printed documents could be more environmentally friendly than their electronic equivalents if read more than once or by several people.
It also noted that while electronic waste was a growing scourge, the timber used to make paper was a sustainable resource.
"So, before encouraging people to go paperless, and particularly inferring that electronic services are better for the environment, Google and others need to examine their own impacts and perhaps might reflect that, on balance, print and paper can be a sustainable way to communicate," said the letter.
"In reality we live in an increasingly digital world and electronic and paper-based communication coexist.
"Each has environmental impacts and it would be helpful, and more honest with consumers, if organisations would not try to differentiate their products and services on the basis of spurious and unattributed environmental claims."
[LinkedIn: Do your clients really care about the environment?]
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