FTC updates 'Green Guides' to environmentally friendly marketing

Share this article:

When a company promotes itself as “green” or “environmentally friendly,” a common reaction from consumers is probably, “Who isn't?” Or as the Los Angeles Times puts it, “many businesses that say they're green are more interested in greenbacks.”

The Federal Trade Commission, which has surely picked up on the trend of seemingly every marketer in the world touting his or her green bonafides, released proposed revisions to its so called “Green Guides” on October 6. The government agency says the updates will help brands avoid misleading customers on their environmental efforts.

The revisions ask marketers “not to make blanket, general claims that a product is ‘environmentally friendly' or ‘eco-friendly' because…such claims are likely to suggest that the product has specific and far-reaching environmental benefits.” The FTC adds that “very few products, if any, have all the attributes consumers seem to perceive from such claims, making these claims nearly impossible to substantiate.” The guides also ask consumers to avoid claiming unqualified qualifications or seals of approval.

The Associated Press reports that the revised guides “generally advise companies that they will need ‘competent and reliable scientific evidence' to back up their claims.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Omnichannel Represents a Sea Change in Marketing

Omnichannel Represents a Sea Change in Marketing

Instead of thinking about channels first, marketers need think about customers and outcomes.

Will American Wallets React to Jack Ma's "Open Sesame"?

Will American Wallets React to Jack Ma's "Open ...

Observers pooh-pooh Alibaba's chances to challenge Amazon and eBay, but the boss of China's e-commerce giant vows rapid U.S. expansion following his IPO.

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.