As Musk’s SpaceX, Bezos’ Blue Origin, and other companies expand into space, they risk causing more problems for Earth in the process: air pollution, climate effects, and light pollution. The practice of downplaying these negative consequences while trumpeting the message that space operations can make life better on Earth has a new name: “starwashing,” a term the space researcher Melissa E. Yingling helped popularize in an article published in The Conversation earlier this month.

It’s a play on the term “greenwashing,” used to critique companies that highlight small sustainable investments to divert attention from the pollution their businesses cause. Space companies are appealing to a sense of “cosmic wonder” and making promises to benefit humankind, along with promoting their environmental bona fides, Yingling wrote.