Aspirational Green Claims: NARB Finds Net Zero Claims Unsupported

Environmental marketing remains a priority for regulators, self-regulators and the class action bar. As the Federal Trade Commission (FTC) continues its process of reviewing and potentially revising the Green Guides, we are paying close attention to self-regulatory decisions, as they may inform FTC guidance and guide business decisions.

A recent decision from the National Advertising Review Board (NARB) regarding environmental "net zero," or carbon neutral, advertising is particularly worth noting since the FTC's request for public comment on potential updates to the Green Guides specifically addressed climate change-related claims such as "net zero," "carbon neutral," "low carbon" or "carbon negative."