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Green is the New BlackNancy J. Felsten, Davis Wright Tremaine LLP
Kathryn Barrett Park, General Electric Company
Thomas P. Schur, Frito-Lay, Inc.
David G. Mallen, National Advertising Division
Where It All Began…
Renewed Attention to the Environment:
» Climate Change & Rising Energy Costs
From Greener Energy…
…to Green Fashion…
“GLOBAL WARMING READY”
…to Green Make-up…
to Green Television.
feedstock
zero-impactfeedstock content
ECO-SMART
eco-friendly
sustainable
sustainability
renewable
renewable resource
life cycle
recycled
recyclable
biodegradable
degradable
photodegradable
compostable
RENEWABLE
BIO-BASEDNATURAL CONTENT
environmentally friendly
earth-friendly
ozone-friendly
cradle to cradlecradle to
grave CARBON OFFSETS
renewable energy credits
carbon neutral carbon
footprint
CLEAN ENERGY
environmentally preferable
environmentally safe
environmentally safe
naturally derived non-
toxic
energy intensity
energy efficient
Bioenergy
greenhouse gases
environmental management systems (EMS)
alternative fuels
green purchasing
Greenwashing: A Pervasive Problem?
The Green Guides
»The FTC’s “Green Guides” do not have the force of law, but provide a safe harbor for advertisers.
»They help advertisers understand how the FTC intends to apply Section 5 of the FTC Act.
»Section 5 prohibits:»Unfair acts and practices; &
»Deceptive acts and practices.
General Principles of the FTC’s Green Guides
Principle #1: Qualifications and disclosures necessary to avoid misleading consumers must be clear, prominent, and understandable.
Principle #2: Claims must be presented in such a way as to make it clear whether they relate to a product, the packaging, and/or the company’s practices.
Principle #3: A claim must not overstate an environmental attribute or benefit, either expressly or by implication.
Principle #4: Comparative environmental claims must be presented in a way that makes the basis for the comparison clear.
Specific Claims Currently Covered by the Guides
»There are currently 8 categories:»General environmental benefit claims
»Degradable/Biodegradable/Photodegradable
»Compostable
»Recyclable
»Recycled content
»Refillable
»Source reduction
»Ozone safe and ozone friendly
Carbon Neutral Claims
Third-Party Certification Claims
“The 1st ECOCERT* Certified Organic line of makeup in the U.S.”
Green Building Claims
Organic Clothing Claims
“Organic cotton clothing”
How the Green Guides May Change
» New Terms/Claims the Green Guides May Address:» Sustainable Claims» Renewable Claims» Life Cycle Claims » Carbon Offsets» Renewable Energy Credits» Carbon Footprint Claims» Carbon Neutral Claims» Bio-based Claims» Third Party Certifications» “Green” or “Organic” Textiles Claims» “Green” Building Claims