The document discusses the FTC's Green Guides, which were revised in 2010 and 2012 to regulate environmental marketing claims. The guides address general environmental claims, seals and certifications, new terms, and clarifications of existing terms. As a case study, the document discusses gDiapers, which claimed to be "green" but did not adequately qualify or substantiate the claim. Finally, the document provides examples of specific claims addressed by the guides, such as compostable, degradable, free-of, non-toxic, and recycled content claims.

3. Understanding the FTC’s New
Green Guides in practice:
A real-life, case study

4. (1) FTC Green Guides
A quick history

5. The Green Guides: A New Era
First issued in 1990s; dramatically revised in 2010, 2012
• overarching intent is to address the wild and crazy marketing
landscape by regulating claims
To this end, the Green Guides “describe the types of environmental claims
the FTC may or may not find deceptive under Section 5 of the FTC Act”
Four areas of change
– general environmental claims (discouraged; “qualified claims”
better)
– seals and certifications (fine, but be careful)
– new terms (e.g., “made with renewable energy”)
– clarifications of pre-existing terms (e.g., “biodegradable”, “non-
toxic”)

6. (2) The gDiapers case

11. (3) General green claims:
a few examples

25. Specific Claims
Compostable Claims
Degradable Claims
Free-Of Claims
Non-Toxic Claims
Ozone-Safe and Ozone-Friendly Claims
Recyclable Claims
Recycled Content Claims
Refillable Claims
Renewable Energy Claims
Renewable Materials Claims
Source Reduction Claims

26. Q&A