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Published byHilda Gilmore Modified over 9 years ago
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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
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Where It All Began…
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Renewed Attention to the Environment: » Climate Change & Rising Energy Costs
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From Greener Energy…
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…to Green Fashion… “GLOBAL WARMING READY”
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…to Green Make-up…
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to Green Television.
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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
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Greenwashing: A Pervasive Problem?
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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.
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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.
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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
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Carbon Neutral Claims
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Third-Party Certification Claims “The 1 st ECOCERT* Certified Organic line of makeup in the U.S.”
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Green Building Claims
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Organic Clothing Claims “Organic cotton clothing”
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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
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