Advertising Law Tool Kit - Tenth Edition | 2022

30 / Venable Protecting the planet against climate change is a social movement – and big business. The Federal Trade Commission (FTC) has issued detailed and specific guidance for marketers about how to substantiate so- called green claims. Unsubstantiated green claims have been, and will continue to be, an enforcement priority. Marketers planning to use green claims to promote the environmentally conscious aspects of a product should consider the best practices listed to the right to avoid so-called greenwashing claims or spending hard-earned green on an FTC fine. Even if you are making green claims only to distributors or retailers rather than directly to consumers, the FTC’s “Green Guides” still apply to you, as such claims are often “passed along” to consumers. Green Claims Leonard L. Gordon lgordon@Venable.com +1 212.370.6252