Glossary: FTC’s Green Guides

more formally known as the FTC’s Guides for the Use of Environmental Marketing Claims, specifically address the application of Section 5 of the FTC Act, which protects against unfair methods of competition or deceptive acts affecting commerce, Source: 5 U.S.C. § 41-58, as amended.  The Green Guides apply to environmental claims included in labeling, advertising, promotional materials and all other forms of marketing, whether asserted directly or by implication, through words, symbols, emblems, logos, depictions, product brand names, or through any other means, including marketing through digital or electronic means, such as the Internet or electronic mail. Source: 16 C.F.R. § 260.2. The Green Guides were first issued in 1992 to help marketers ensure that the claims they are making are true and substantiated. The Guides were revised in 1996, 1998, and another proposed revision came out in 2010. The guidance they provide includes: 1) general principles that apply to all environmental marketing claims; 2) how consumers are likely to interpret particular claims and how marketers can substantiate these claims; and 3) how marketers can qualify their claims to avoid deceiving consumer