Embattled e-scooter startup Bird is partnering with a nonprofit to plant one tree for every ride users take on April 22nd, Earth Day.

Tree planting campaigns are a popular gimmick for brands looking to make themselves look green. But it’s controversial in the conservation world. Done poorly, the trees likely won’t survive. And instead of restoring forests back to health, some of these schemes create tree plantations that can actually do damage to the local environment. The devil’s in the details.