November 3, 2010

Confused by "Green" marketing claims

You are not alone!

Misleading environmental marketing has been out of control for years. What exactly does "eco-friendly" mean?

So the Federal Trade Commission is proposing much-needed revisions to the guidelines it gives marketers to help them avoid confusing consumers. The agency is seeking public comments about changes to the Green Guides on such topics as renewable energy and carbon offset claims.

The FTC notes that general "eco-friendly" claims are difficult, if not impossible, to substantiate. The agency will accept public input until December 10, 2010, after which it will decide what final changes it will make to the guidelines. See the FTC press release, which includes an electronic link for comment submissions, and the summary of proposed Green Guides changes.