Guide to Paper Products
As this Treehugger article describes, the Natural Resources Defense Council has released a wallet guide [.pdf] for selecting paper products. It covers toilet paper, paper towels, facial tissues, and paper napkins. Companies such as Kimberly-Clark which use virgin wood for their products are marked as AVOID, while others are rated on the bleaching process used and the amount of recycled and post-consumer content.
This is a start in the right direction, although my thoughts ultimately have companies eager to list the ratings on the products themselves. Think of it as something like those “My child is an honors student at XYZ school” bumper stickers.