Now before you start typing “eco-friendly” on your weekly newsletter, you better take a look at the new guidelines proposed by the FTC.
The Federal Trade Commission is concerned that agencies aren’t taking this environmental stuff seriously so they’re cracking the whip.
FTC Chairman Jon Leibowitz had this to say:
“In recent years, businesses have increasingly used ‘green’ marketing to capture consumers’ attention. But what companies think green claims mean and what consumers really understand are sometimes two different things.”
So what he’s saying here is that consumers sometimes misinterpret what advertising claims mean and sometimes advertisers exaggerate their claims. Really? I’m shocked. Rocked to the core. If my detergent says it’s “environmentally friendly” then I expect it to be friendly with the environment!
It seems that the last time the “Green Guide” was updated was in 1998, so I imagine things have changed a little since then. Just ask BP.
Going forward, companies will have to have “competent and reliable scientific evidence” to back up their claims. In other words, they have to tell the truth.
You can read more about proposed changes at the FTC website.
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