The framework and guidance for checking US companies’ environmental marketing claims are set to be updated for the first time in 11 years.
The Guides for the Use of Environmental Marketing Claims – commonly known as the Green Guides – are under review for “deceptive environmental claims”, with the Federal Trade Commission (FTC) looking at introducing new requirements for claims about recycled content, material recyclability and degradability. The Green Guides were launched in 1992 and last updated in 2012.
The review is considering forcing companies to state the proportion of recycled content in their packaging and products, as well as urging them to provide more detailed information on how to recycle their products.
“A growing number of American consumers are looking to buy environmentally friendly, ‘green’ products, from recycled paper to biodegradable trash bags,” the FTC said. “Companies have responded with ‘green’ marketing touting the environmental benefits of what they’re selling.
“Sometimes what companies think their green claims mean and what consumers really understand are two different things.”
