Green Marketers Nightmare: FTC Green ‘Updated’ Guidelines

Wow, this could have a ripple effect on the market. According to Environmental Leader, FTC (Federal Trade Commission) is on track to release an updated version of their “green guidelines,” which going to make 300 seal of approvals useless.

“Christopher Cole, an advertising-law specialist and partner with law firm Manatt Phelps & Phillips in Washington, told Advertising Age that the guides could make most of the more than 300 environmental seals of approval now in use on packaging and products largely useless and possibly in violation of FTC standards.

They could also influence efforts by retailers such as Walmart to institute a sustainability-rating system for products, he said.

The guides are expected to tighten standards for packaging claims such as “recyclable” or “biodegradable”; regulate how marketers use terms such as “carbon neutral,”  and how close to the source of carbon output “carbon offsets” must be executed, according to the article.

The guidelines may also define other terms such as “sustainability” or address  “greenwashing” controversies such as how far companies can market themselves as green in advertising when they or their products also have a negative impact on the environment.”

[via Enviromental Leader]

Read more details, here and here.

 

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Author: Dewita

Co-founder Ecotwist Labs.

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