Dive Summary:
- A Green Seal study say 82% of consumers tend to buy green products.
- New FTC guidelines now outline the use of claims such as carbon offsets, free-of and non-toxic claims, made of renewable and energy materials claims.
- Going against the FTC guidelines “could lead the FTC to bring a deceptive advertising enforcement action as part of its statutory authority.”
From the article:
“Our purpose is to make sure consumers that want to buy green products are getting truthful information,” said James Kohn, associate director of enforcement for the FTC’s bureau of consumer protection. "There are two kinds of companies; those that live over the line and those that step over the line. The guides are written for companies that are trying to get it right."
