Staying with Environment News Service today

Earlier this week we reported, thanks to the ENS site, on France's investment in EV's. We stick with ENS today and their excellent article on the US's update truth-in-advertising standards for "green" products and standards.

We applaud this increased scrutiny for use of "green" by advertisers as we all need to deliver on our promises, and not lose credibility with consumers as we taut sustainability improvements.  As they say, let's walk the talk.

Headlines:

Feds Update Truth-in-advertising Guides for Green Marketing

Part of the story. The rest is at: http://ens-newswire.com/2012/10/01/feds-update-truth-in-advertising-guides-for-green-marketing/

WASHINGTON, DC, October 1, 2012 (ENS) – Marketers can no longer make broad, unqualified claims that a product is “environmentally friendly” or “eco-friendly,” under revised Green Guides issued today by the Federal Trade Commission.

Instead, marketers should qualify general claims with specific environmental benefits presented in a “clear, prominent” manner to ensure they are truthful and are not deceptive.

For instance, “Claiming ‘Green, made with recycled content’ may be deceptive if the environmental costs of using recycled content outweigh the environmental benefits of using it,” the FTC advises.

The new Green Guides include updates to the existing guides, last revised in 1998, as well as new sections on the use of carbon offsets, certifications and seals, non-toxic claims, and renewable energy and renewable materials claims.

The Green Guides are not agency rules or regulations. Instead, they explain how truth-in-advertising principles apply to green marketing. They describe the types of environmental claims the FTC may or may not find deceptive under Section 5 of the FTC Act, which empowers the agency to take enforcement action against deceptive claims.

The Commission can issue orders prohibiting deceptive advertising and marketing and can impose fines if those orders are violated.

“The introduction of environmentally friendly products into the marketplace is a win for consumers who want to purchase greener products and for producers who want to sell them,” said FTC Chairman Jon Leibowitz.

“But this win-win can only occur if marketers’ claims are truthful and substantiated,” Leibowitz said. “The FTC’s changes to the Green Guides will level the playing field for honest business people and it is one reason why we had such broad support.”

Environment News Service (http://s.tt/1oSAa)