BP America's catastrophic oil spill will have residual effects on companies spewing out slick messages that ultimately surface as untrue. Their latest TV spot was rigged to take the heat off an irreversible disaster. BP is guilty of "purpose-washing."

Purposeful companies guarantee us that they are here for more than profit. They exist to serve all stakeholders including society. But what if you say you are purpose-driven in your communications but don't back up your promise with policies, programs and other actions?

BP spent more than $100 million on a rebranding effort that positioned them as a source for alternative clean energy, while they continued to spend billions on processing environment hampering fossil fuel and lobbying efforts to continue restrictions that could have prevented or perhaps kept this spill to a minimum. After BP merged with Amoco in 1998, they adopted the tagline "Beyond Petroleum." Yet, in truth, they are not beyond fueling their images a benevolent brand while fooling the public. BP needs to get beyond "purpose-washing." And we need a moratorium on gushing disingenuous advertising.