We are continuing our discussion on the FTC cracking down on false green claims that Kmart Corp., Tender Corp., and Dyna-E International made claiming their products were biodegradable.
It really was a matter of time before the FTC starting cracking down. I figured it was around the corner. What is important to know is that the FTC publishes Green Guides to help marketers avoid making false or misleading green claims by explaining how consumers understand commonly used terms, such as “biodegradable” and “recyclable,” and by describing the basic elements needed to substantiate those claims.
The agency is also holding workshops and plans to study consumers’ understanding of particular claims, such as “sustainable” and “carbon neutral,” which were not common when the FTC last updated its Guides.
How will this effect you and your business?
It will make it more challenging to claim certain green claims without substantiating them. My company, The Marketing Insider, just rolled out a Green Marketing Assessment tool for this purpose. We wanted to help companies understand how to effectively position their green brand and help them determine what they can and cannot say to avoid being greenwashed and charged as in the case of these corporations. If you are interested in learning more, email info@marketing-insider.com
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
