Perspective
Mar. 11, 2013
New FTC Green Guides could put greenwashers in hot water
The guides take a pragmatic, factually intensive approach that is based on the perception of the consumer and the factual basis for the claim rather than on the intent of the marketer. By Stacey Caulk, Stacy Kray and Ronald Wu
Products advertised as "green," "eco-friendly" or "environmentally safe" are nearly ubiquitous, from cleaning products and paper goods to clothing and cars. But what exactly do such terms mean and when can companies market their products as green?
In October 2012, the Federal Trade Commission finalized updates to its Guides for the Use of Environmental Marketing Claims, 16 C.F.R. P...
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