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'Green Guide' revisions: How will they affect you?

EPI dissects the proposed changes to the FTC’s Green Guides to help marketers understand the potential impact to their environmental claims.

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FTC_logo

A recent Webinar by EPI (Environmental Packaging Intl.) on the proposed changes to the U.S. Federal Trade Commission’s β€œGreen Guides” provided both context for and clarification of the new guidelines, which are available for public comment until Dec. 10. β€œFTC Green Guides 101 – What the revisions mean for your packaging claims” was presented by EPI project manager Marci Recher, who outlined the types of claims evaluated and enforced by FTC for consumer protection.

Recher began by providing some background on the guides. FTC first issued its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992 to help marketers conform to Section 5 of the FTC Act, which prohibits unfair and deceptive practices. Explained Recher, β€œThe guides are strictly there to help marketers avoid making claims that would be misleading to the average, reasonable consumer.”

FTC updated the guides in 1996 and 1998. In 2007, as green marketing claims increased, it initiated the current review of the guidesβ€”one year earlier than scheduled. Much of the proposed revisions are based on feedback from a consumer perception study.

Among the changes proposed by FTC:

General environmental benefit claims: Said Recher, β€œWhen they [FTC] asked consumers, β€˜What do the terms β€œgreen” and β€œenvironmentally friendly” mean to you,” they found that it implied all kinds of benefits,” including recycled content, renewable content, renewable energy, biodegradable, nontoxic, recyclable, and compostable. While the former guides discouraged marketers from making unsubstantiated claims, the new guides more aggressively prohibit such claims unless they can be qualified, β€œprovided that the qualification is sufficiently clear and competent and understandable.”

Certifications and seals of approval: FTC proposes that seals and certifications of approval be treated similar to general environmental benefit claims, whereby qualifications are clear and prominent, and refer to specific attributes.

β€œA third-party certification does not mean you have properly substantiated your claims,” Recher told participants. β€œYou need to make sure that certification is based on competent and reliable scientific evidence.”

Degradable claims: Also relevant for biodegradable, oxo-degradable, and photo-degradable claims, revisions in this category propose that an unqualified claim can only be used when the item will completely decompose within one year. Furthermore, FTC wants to revise the guide to state clearly that unqualified degradable claims are deceptive for products or packages destined for landfills, incinerators, or recycling facilities.

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