Green? Eco-friendly? Earth smart?
Marketers have been throwing these terms around freely for the past decade as consumers have taken more notice of the environmental impact their purchases can make. Until recently, these terms have had little restrictions placed on them—and advertisers have gotten away with misleading buyers through a scheme called “greenwashing.”
After five long years of deliberations, the Federal Trade Commission’s Green Guide has been revised for the first time since 1998 to ensure that marketers’ green claims are truthful and accurate.
We talked a little bit about greenwashing a few weeks ago in our post exploring the proper disposal of sustainable alternatives to plastic. Put simply, greenwashing is exactly what it sounds like: stretching the truth about how sustainable or environmentally friendly a product really is. Sometimes, the truth hasn’t only been stretched—but fully manufactured.
The Green Guide sets the rules on how marketers can promote the eco benefits of their products. As demand for these products continues to boom, these new revisions couldn’t have come sooner. After all, the Green Guide was written in 1992 at a time when “green” and “eco-friendly” weren’t exactly on buyers’ radar.
The most striking of the revisions made to the guide is the cautioning of marketers against the use of these terms in general, as they are “broad and unqualified.” To consumers, terms like “green” and “eco-friendly” suggest that the product has specific or far-reaching environmental benefits. According to the FTC: “Very few products, if any, have all the attributes consumers seem to perceive from these claims.” Up until now, any slight changes made to a product that could be construed as beneficial for the environment has given marketers just cause to label a product “green.”
The newly updated Green Guide also requires that claims of a product’s degradability be backed up by evidence that the entire product does actually break down naturally and return to nature over the course of one year.
And we are happy to report that the guide calls for clearer labelling of how products can be disposed of—whether they are compostable, recyclable, or safe for landfills.
You can read more about the revisions to the FTC’s Green Guide here. We are stoked about these revisions not only because of what they mean for our industry, but also because it really shows a strong push towards growing the market for products that are accurately labeled.