Tim Worstall

Not exactly getting off on the right foot here, is he?

Environmental activists said it was crucial that the campaign focus attention on green jobs and other positive consequences of going green - rather than the potential costs.

"What I am particularly hopeful about is that their advertising campaign will emphasise the economic opportunities," said Reid Detchon, executive director for energy and climate change at the United Nations Fund. "That is where the political leverage is, particularly at a time when the economy is faltering. The opportunities for business and job creation are very large in this transition."

Those green jobs, that job creation: they are of course costs, not benefits.

Bastiat perhaps described the point best.