There's something about corporations that sell you an "Ethos" or "Values" that kinda gives you a feel good feeling. Like buying free range eggs, you'll pay a little more to know that the animal was treated properly. Or knowing that the company shares the same love for the environment that you do. Or finding out that their commitment ends with putting out recycling bins and then throwing everything out with the trash...
Link: http://www.cbc.ca/news/business/marketplace-tim-hortons-starbucks-coffee-cups-recycling-1.3278648
Now, given the presence of recycling containers I think a strong case could be made that as the "Feel Good" aspect of their marketing is fraudulent and constitutes false or misleading advertising.