Volunteer tourism has been heavily criticised for its negative consequences on destinations and volunteers, often the direct result of unrealistic demand-led marketing and lack of consideration for the environmental and social costs of host communities. While some industry participants have responded through adherence to best practice, little information or support is available about how to responsibly market volunteer tourism. This research uses an online content analysis based on the International Voluntourism Guidelines for Commercial Operators to understand the use of responsibility as a market signalling tool. Five influential web pages of eight organisations are scored across 19 responsibility criteria and compared against the organisation’s legal status, product type and price. We find that responsibility is not used for market signalling; preference is given to communicating what is easy, and not what is important. The status of the organisation is no guarantee of responsible practice, and price and responsibility communications display an inverse relationship. We conclude volunteer tourism operators are overpositioning and communicating responsibility inconsistently, which highlights greenwashing, requiring at least industry-wide codes of practice, and at best, regulation. This paper reflects on its methodological limitations, and on its practical achievements in encouraging change within some of the organisations examined
