FTC Proposes New Guidelines for Green Marketing Terms

Big news: The Federal Trade Commission (FTC) has recently released recommendations for revised guidelines on green marketing claims. This development has important implications for both online and print marketing materials, and is intended to “prevent deception and unfairness in the marketplace” when properly implemented.

Perhaps the most significant change to the existing guidelines is the FTC’s advice to marketers not to use general terms such as “environmentally friendly” and “eco-friendly.” The FTC is also proposing guidance on marketers’ use of product certifications and seals of approval, claims for renewable energy.

Read more specifics on the Guides for the Use of Environmental Marketing Claims, a section by section breakdown with examples on appropriate use of marketing terms, here and here.

According to Environmental Leader, a quality online resource for green business news, the FTC has already brought to light seven environmental advertising enforcement actions under the Obama administration – including actions against Kmart Corp., Tender Corp. and Dyna-E International – for making false and unsubstantiated claims. In the case of these three national companies, they had made misleading claims that their paper products were biodegradable (all products, in fact, will biodegrade given enough time).

According to the Ecolabel Index, there are currently 349 seals and certifications for marketing green products in 213 countries worldwide. It’s not surprising then that the FTC has chosen to take on the gargantuan duty of tightening up America’s own regulations. These regulations are forcing green businesses to be aware of both current and proposed guidelines, and through them deepen their marketing messages by substantiating and specifying their green efforts, whenever mentioned in their marketing effors.

It is unclear how the FTC will be enforcing the new guidelines against small businesses, but it is always a prudent idea to follow marketing guidelines no matter what stage your business is in. Greenerprinter does this through transparency in our business practice communications, pursuit of multiple green and industry specific certifications, carbon offsetting of product materials via Carbonfund.org and freight rail shipping of our bulk paper orders. Our seven-point Sustainability Policy is even freely available online, which opens our doors to anyone interested in our sustainability practices and efforts.

The FTC is seeking public comments on the proposed guidelines through December 10, 2010. To submit your comments during the public comment period, please use the Federal Trade Commission Comment Form located on their website.