(Photo credit: @Doug88888)
With more consumers seeking out environmentally friendly or “green” products, the Federal Trade Commission (FTC) has issued a new version of its Green Guides to help marketers feel confident that their claims concerning the environmental benefits of their products are factual.
The Green Guides, which are FTC’s effort to eliminate misleading environmental claims, provide information on: general principles that apply to all environmental marketing claims; how consumers are likely to interpret particular claims and how marketers can substantiate these claims; and, how marketers can qualify their claims to avoid deceiving consumers.
The FTC has always maintained that environmental claims must be supported by scientific evidence, but a major change in the new Green Guides is that they actually spell out the data standards that a business must meet in order to support claims that its produce offers environmental benefits.
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