1. Green is the New Black Nancy J. Felsten, Davis Wright Tremaine LLP Kathryn Barrett Park, General Electric Company Thomas P. Schur, Frito-Lay, Inc. David G. Mallen, National Advertising Division

2. Where It All Began…

3. Renewed Attention to the Environment: » Climate Change & Rising Energy Costs

4. From Greener Energy…

5. …to Green Fashion… “GLOBAL WARMING READY”

6. …to Green Make-up…

7. to Green Television.

8. feedstock zero-impact feedstock content ECO-SMART eco-friendly sustainable sustainability renewable renewable resource life cycle recycled recyclable biodegradable degradable photodegradable compostable RENEWABLE BIO-BASED NATURAL CONTENT environmentally friendly earth-friendly ozone-friendly cradle to cradle cradle to grave CARBON OFFSETS renewable energy credits carbon neutral carbon footprint CLEAN ENERGY environmentally preferable environmentally safe naturally derived non-toxic energy intensity energy efficient Bioenergy greenhouse gases environmental management systems (EMS) alternative fuels green purchasing

9. Greenwashing: A Pervasive Problem?

10. The Green Guides » The FTC’s “Green Guides” do not have the force of law, but provide a safe harbor for advertisers. » They help advertisers understand how the FTC intends to apply Section 5 of the FTC Act. » Section 5 prohibits: » Unfair acts and practices; & » Deceptive acts and practices.

11. General Principles of the FTC’s Green Guides Principle #1: Qualifications and disclosures necessary to avoid misleading consumers must be clear, prominent, and understandable. Principle #2: Claims must be presented in such a way as to make it clear whether they relate to a product, the packaging, and/or the company’s practices. Principle #3: A claim must not overstate an environmental attribute or benefit, either expressly or by implication. Principle #4: Comparative environmental claims must be presented in a way that makes the basis for the comparison clear.

12. Specific Claims Currently Covered by the Guides » There are currently 8 categories: » General environmental benefit claims » Degradable/Biodegradable/Photodegradable » Compostable » Recyclable » Recycled content » Refillable » Source reduction » Ozone safe and ozone friendly

13. Carbon Neutral Claims

15. Third-Party Certification Claims “The 1 st ECOCERT* Certified Organic line of makeup in the U.S.”

16. Green Building Claims

17. Organic Clothing Claims “Organic cotton clothing”

18. How the Green Guides May Change » New Terms/Claims the Green Guides May Address: » Sustainable Claims » Renewable Claims » Life Cycle Claims » Carbon Offsets » Renewable Energy Credits » Carbon Footprint Claims » Carbon Neutral Claims » Bio-based Claims » Third Party Certifications » “Green” or “Organic” Textiles Claims » “Green” Building Claims