With the green movement taking off as the greatest trend since the "Rachel" haircut, former Friends star Jennifer Aniston is finding herself on the wrong side of the hour's most polarizing topic: drinking bottled water. Aniston recently jumped on board as spokeswoman for Smartwater, booking the back page ad in July's W and thereby siding against a growing number of increasingly important environmentalists.

Victoria Kaplan of Food and Water Watch is forwarding a movement called "quitting the bottle," citing such early adopters as celebrity chef Alice Waters and others who, because of the impact plastic containers have on the environment, are starting to serve from the tap instead of the bottle in their restaurants. "Consumers are waking up to the myth of bottled water, despite celebrity endorsement," says Kaplan. With 86 percent of bottles being tossed rather than recycled, Aniston is making a political statement, whether she knows it or not, Kaplan says.

Meanwhile, Leonardo Dicaprio has gone so far as to create a short film entitled Water Planet, meant to raise awareness of water shortages and promote conservation (manufacturing a bottle of water wastes five times its volume of H₂0). Sarah Jessica Parker is also pitching in, having hosted UNICEF's "Tap Project" event, which focused on increasing worldwide standards of tap water.

Aniston's ad "really isn't the right message," says Betty McLaughlin of the Container Recycling Institute. "I'll tell you what smart water is: smart water is when you walk to the tap and there is this wonderful product that is life fulfilling and delivered right into the room that we want it in."