First issued in 1992 and last updated in 2012, the Green Guides are widely regarded as the principal reference point for the evaluation of green marketing claims.
The Guides set out standards for environmental marketing and guidelines for how marketers can substantiate environmentally focused claims to avoid deceiving consumers and serve as aWhile the fundamental principles set out in the Green Guides remain instructive, they are noticeably silent on topics and trends of increasing prevalence such as recyclability and “recycled content” claims – including claims related to “pre-consumer” and “post-industrial” content – and the use of descriptors such as...
The Commission is currently requesting public comment on 19 general issues and 12 categories of specific claims, which have been published in the Federal Register . Use of “recycled content” claims, including whether and how these claims are understood by consumers and whether additional guidance is needed on the use of “pre-consumer” and “post-industrial” content claims
Companies should consider submitting comments and feedback to the Commission prior to the April 24 deadline, either individually or collectively through trade associations and industry groups. For some, the modifications may require changes in business strategies and practices. Companies can and should reflect on their current practices in light of these topics and take them into consideration when engaging in long-term strategic planning.
Substantiation of sustainability claims requires reliable evidence, typically in the form of tests, analyses, or studies.
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