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Common sense rules to follow FTC's Green Guides

For the most part, the Federal Trade Commission’s Green Guides, including their recent “Revisions,” simply apply traditional consumer protection principles to environmental marketing claims.

Essentially, the FTC takes a holistic approach toward determining whether a claim is deceptive or misleading, taking into account the context in which the claim was made, the effect it has on consumer decision-making processes, and any documentable support for the claim.

The Green Guides do, however, provide some specific guidance on the appropriateness of various environmental marketing claims. Here’s a useful list of key things to avoid in making green claims.

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