As The Green Advertising Landscape Changes, A Few Tips For The Trip

Environmental claims in advertising – sometimes called green marketing – are important tools for companies to communicate to customers, shareholders, and the public their regard for the environmental impact of their products, operations, and activities. Environmental claims have many positives, including improving brand reputation, brand loyalty, investor interest, and employee morale. Recently, however, environmental advocacy groups and state and local governments are bringing complaints against companies for some of these claims under consumer protection and deceptive trade practices acts. These complaints assert that the claims are "greenwashing," which is claiming "green" benefits for products or corporate practices that are not beneficial to the environment overall. While caution is necessary, companies do not have to completely abandon environmental advertising. Following a few tips as your company traverses this new green landscape will ensure a smoother and