The search giant's 'Go Paperless in 2013' initiative launched earlier this year and was swiftly attacked by Two Sides, which took issue with the claim that removing paper was a more environmentally sustainable option, especially considering Google's data centre usage accounts for about 2% of the US annual electricity consumption.

Now Two Sides has praised Google for changing its messaging.

Phil Riebel, president of Two Sides US, announced this week: "The good news is: changes have been made.  There are no longer any environmental claims on the Paperless 2103 site or Twitter homepage and all pictures of trees or forests have been removed."

While the Paperless 2013 campaign is ongoing, the main tagline has changed to read, “Take the paper out of paperwork” rather than “Save money. Save time. Save trees”.  

[Related: Two Sides defends print's place]

Kellie Northwood, national manager of Two Sides Australia, said: "Two Sides continues to challenge greenwashing or anti-print sentiment. Major companies must consider and rethink their messaging when promoting their products to the detriment of the paper and print industries.

"While I congratulate Google on the change to their messaging, I do find it amazing that the greenwash in this instance was so blatant. Google, partnering with other companies, were selling software and thus the 'paperless' connection.

"This campaign had nothing to do with sustainability, rather an ill-thought marketing campaign and we must demand more from multinationals, Google included."

It is not the first time that a multinational has back-tracked on greenwashing after action from Two Sides.

In mid-2012, Toshiba scrapped its plans for National No Print Day after protests from the print and paper lobby.

Read Phil Riebel's letter here.

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