The New Green Guides: Has The Federal Trade Commission Finally Become Serious About Environmental Marketing Claims?

“Green” advertising has reemerged as a focus for the Federal Trade Commission – a development that could mean both trouble and opportunity for any business that uses environmental marketing claims to gain an edge with consumers. Even more critically, the FTC has provided business with a framework to better understand the agency’s concerns about consumer deception – and a path to avoiding some problems in the future – but left a variety of key questions unanswered.

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