"Green Advertising" And FTC 2012 Green Guides Update

After a multi-year process and numerous consumer surveys, the U.S. Federal Trade Commission (FTC) recently approved revisions to its guidelines governing advertising for environmental and energy claims, better known as the "Green Guides." 

Why the FTC?  The FTC has authority to seek penalties for deceptive advertising and marketing under section 5 of the FTC Act, and so offers the Green Guides to help define what is fair and unfair marketing.  The Green Guides have not been updated for some time.  

In addition to updating the Green Guides, the FTC also has added several new sections on the use of carbon offsets, "green" certifications and seals, and renewable energy and renewable materials claims. Of particular concern to the FTC are statements that are general, such as "biodegradable" or "recyclable." Broad, unqualified general environmental benefit claims like "green," "eco-friendly," or "environmentally friendly" are not allowed.  These types of claims are