From Martha Wampler, GreenBiz.com
We’ve been asked a few times for our point of view on the new FTC Green Guides, and it essentially boils down to this: We’re thrilled that the FTC is working to make claims clearer for consumers (we see a tremendous amount of confusion in our studies about certain terms and claims), and we hope the FTC will go a bit further in the future. For instance, we’d love to see them tackle the term “natural,” given the amount of consumer confusion we see about that.
As for what’s on tap in the new guidelines, you can see the full version of the FTC Green Guides by clicking this link, but here are some key points:
- General Claims: Terms like “green” or “eco-friendly” are deemed too broad and difficult to substantiate. Avoid them.
- Certifications/Seals of Approval: You’ll need to specify if the certifications on your products are from an industry trade group, and you’ll have to substantiate any claims that come with the certification.
- Degradable: You can only say a product is degradable if it can completely decompose in one year.