Mar 03, 2009. /Lesprom Network/. Environment campaigners say extra-soft, quilted and multi-ply toilet paper made from virgin forest causes more damage than gas-guzzlers or fast food, as Papernet informed Lesprom Network. Green campaigners maintain that the US public's insistence on extra-soft, quilted and multi-ply bathroom products is environmentally irresponsible, the Guardian reported. Greenpeace has begun a campaign to raise consciousness among Americans about the environmental costs of their toilet habits and to counter an aggressive new push by the paper industry giants to market luxury brands. Greenpeace has developed an "ecological ranking" of toilet paper products. Campaigners hope the guide will counter an aggressive marketing push by the big paper product makers. Environmentalists say those specialty brands that put quilting and pockets of air between several layers of paper are especially damaging to the environment. Luxury brands, such as three-ply tissues or tissues infused with hand lotion, are now considered part of the fastest-growing market share in a highly competitive industry, according to paper manufacturers. The New York Times reported a 40% rise in sales of luxury brands of toilet paper in 2008.