An Earth Day Review Of 'Green Guide' False Advertising

Law360, New York (April 19, 2017, 12:28 PM EDT) -- Earth Day is April 22, which means a lot of consumers will be reminded to both think and buy green. What if your company is looking to access this vast market of environmentally minded shoppers, but your product or service isn’t necessarily that environmentally conscious? Can you simply go ahead and label yourself “green” anyway? Who will pay attention?

Well, the Federal Trade Commission for one. The FTC monitors marketing claims asserting the environmental attributes of products and services, and evaluates these claims principally by reference to the “Green Guides,” a series of FTC guidelines initially promulgated in 1992 and most...

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