The Federal Trade Commission (FTC) has published “Guides for the Use of Environmental Marketing Claims” to define fair green marketing practices and reduce unintentional green-washing, outright deception, and overstatements regarding environmental attributes.
For those of you who want certainty about making environmental claims, it’s critical to work with marketing and advertising firms that are familiar with this information and on top of future updates.
Because the FTC will continue to gather information, hold hearings, and update these guides as needed, Marketing Eco will keep a watch on developments with this e-CFR.
Without further ado, here’s the scoop from the FTC:
The guides in this part represent administrative interpretations of laws administered by the Federal Trade Commission for the guidance of the public in conducting its affairs in conformity with legal requirements. These guides specifically address the application of Section 5 of the FTC Act to environmental advertising and marketing practices. They provide the basis for voluntary compliance with such laws by members of industry. Conduct inconsistent with the positions articulated in these guides may result in corrective action by the Commission under Section 5 if, after investigation, the Commission has reason to believe that the behavior falls within the scope of conduct declared unlawful by the statute.
These guides apply to environmental claims included in labeling, advertising, promotional materials and all other forms of marketing, whether asserted directly or by implication, through words, symbols, emblems, logos, depictions, product brand names, or through any other means, including marketing through digital or electronic means, such as the Internet or electronic mail. The guides apply to any claim about the environmental attributes of a product, package or service in connection with the sale, offering for sale, or marketing of such product, package or service for personal, family or household use, or for commercial, institutional or industrial use.”
TITLE 16–Commercial Practices
CHAPTER I–FEDERAL TRADE COMMISSION
SUBCHAPTER B–GUIDES AND TRADE PRACTICE RULES
Here’s the link to the FTC’s guide online: PART 260–GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS