You Say You’re Green? OK, Prove It! FTC Revising Green Guides for Marketing -Gail Nickel-Kailing

By Gail Nickel-Kailing

After more than 10 years, the Federal Trade Commission (FTC) has released proposed revisions to the “Green Guides” used to help companies apply “truth in advertising” when making environmental claims.

The new changes can be summarized in two words: Prove it.

Companies are expected to provide such proof in clear terms on the package, label or shelf so that consumers are not confused by any of the claims. Proof or qualifications should be clear or prominent and refer to only one specific benefit.

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Business Management - Sustainability

Gail Nickel-Kailing Author's page A business adviser and problem solver, Gail is managing director of Business Strategies Etc., which provides strategic marketing and business planning services and manages the execution of marketing communications tactics that help companies:
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.

Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.