With growing consumer demand for environmentally friendly products and services, businesses are ramping up their “green” advertising endeavors to showcase eco-friendly credentials like carbon emissions reductions, renewable energy and recycled materials. In light of this surge in “going green” marketing, the Federal Trade Commission (FTC) has proposed revisions to its Guides for Use of Environmental Marketing Claims (Green Guides). The aim is to furnish companies with supplementary guidance on the types of environmental claims that can be made and the necessary substantiation required to steer clear of legal disputes, penalties or unfavorable public perception. These revisions could significantly impact advertisers that make “green” claims by requiring more specificity and more substantiation than before.

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