FTC Changes Guidelines Governing "Eco-Friendly" Labels
The Federal Trade Commission (FTC) has updated its guidelines governing the use of eco-friendly terminology in marketing and advertising. On Monday, the FTC revealed its revised "Green Guide," (PDF) which holds companies accountable for the environmental claims they make about products.
The revision addresses a number of changes, both in technology and marketing, since the last update in 1998. Since then, the eco-friendly market has become a multibillion-dollar business touching multiple industries including retail, automotive, printing and promotional products. The new guidelines are aimed at preventing untrue or misleading claims, a process known as "greenwashing."