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Under the Lens: Claiming Green

In 2012, the Federal Trade Commission revised its Green Guides, the agency’s core set of guidelines to help marketers avoid making misleading environmental claims. The Guides are now more specific and prescriptive, making it easier for the FTC to prosecute greenwashers.

Greenwashing logos.

The marketplace is hungry for sustainable products.

Demand is growing every year from consumers and business purchasers alike for products that minimize impact on the environment, reduce energy costs, and promote better health. And the potential benefits for companies that tap into that demand are enormous and far-reaching.

Companies that promote their sustainable products well don’t just increase sales – they connect meaningfully with their customers and increase brand loyalty over the long term. However, there’s risk attached to making a green product claim the wrong way. And that risk is increased by recent changes in the marketplace.

In 2012, the Federal Trade Commission revised its Green Guides, the agency’s core set of guidelines to help marketers avoid making misleading environmental claims. The Guides are now more specific and prescriptive, making it easier for the FTC to prosecute greenwashers

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