FTC seeking comments on changes to Green Guides
The Federal Trade Commission (FTC) has released proposed revisions to their "Guides For The Use of Environmental Marketing Claims." The proposed revisions are aimed at keeping marketers from making misleading environmental claims.
The FTC is seeking public comments on the proposed changes until Dec. 10, 2010, after which it will decide which changes to make final. "In recent years, businesses have increasingly used green marketing to capture consumers' attention and move Americans toward a more environmentally friendly future. But what companies think green claims mean and what consumers really understand are sometimes two different things," said FTC Chairman Jon Leibowitz. "The proposed updates to the Green Guides will help businesses better align their product claims with consumer expectations."
"The FTC has added new terms and examples to their long-awaited expanded version of the Green Guides that will help companies reduce their risk of green washing and will help purchasers be more informed," added Steve Ashkin, president of green consulting firm The Ashkin Group. "I encourage all in the green cleaning industry to read through the document, forward it on, and provide their feedback."
A summary of the proposed revised Guides can be found here. A complete version of the revised Guides can be found here.
Comments on the Green Guides can be submitted electronically here.
The FTC is seeking public comments on the proposed changes until Dec. 10, 2010, after which it will decide which changes to make final. "In recent years, businesses have increasingly used green marketing to capture consumers' attention and move Americans toward a more environmentally friendly future. But what companies think green claims mean and what consumers really understand are sometimes two different things," said FTC Chairman Jon Leibowitz. "The proposed updates to the Green Guides will help businesses better align their product claims with consumer expectations."
"The FTC has added new terms and examples to their long-awaited expanded version of the Green Guides that will help companies reduce their risk of green washing and will help purchasers be more informed," added Steve Ashkin, president of green consulting firm The Ashkin Group. "I encourage all in the green cleaning industry to read through the document, forward it on, and provide their feedback."
A summary of the proposed revised Guides can be found here. A complete version of the revised Guides can be found here.
Comments on the Green Guides can be submitted electronically here.
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