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What Do You Mean When You Say It’s Green?

Law360, New York (May 12, 2011, 3:55 PM EDT) -- If you market products, packaging or services that claim to be “green” or “eco-friendly” or that display green certifications or seals of approval, what should you do to avoid a claim that your advertising is misleading? Under proposed revisions to the Guides for the Use of Environmental Marketing Claims (Green Guides), issued by the Federal Trade Commission, marketers should be prepared to limit such claims to what they can specifically substantiate with demonstrable evidence.

The FTC first introduced the Green Guides in 1992 to “help marketers...
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