It may not be easy being green, but it is definitely the way of the future. Green advertising piques the interest of consumers - many of whom are very concerned about global warming and their global footprint. While some advertisers may think that it is acceptable to release messages and stamp products with a “green label,” or “environmentally friendly” logo, it is important to consider the implications of the message being sent. The Federal Trade Commission (FTC) has issued the “Guides for the Use of Environmental Marketing Claims,” (the “Green Guides”) which provide companies with information regarding how the agency views false advertising statements in the area of environmental marketing claims. For example, marketers cannot make an unqualified claim that something is “recyclable” if consumers to whom it is being marketed do not have access to facilities that can recycle and process the product. Substantiation and qualification are key. We can help you in confirming that the message you are conveying is accurate. That way, you can focus on being green, while we will focus on making sure your customers know it.
