What are the Green Guides?
The Guides for the Use of Environmental Marketing Claims (known commonly as the “Green Guides”) is the set of guidelines established by the US Federal Trade Commission (the “FTC”) to help marketers avoid claims that are unfair or deceptive. First issued in 1992, the Green Guides have undergone a number of revisions over the years and are due for an update in 2023. They provide guidance on best practices that apply to all environmental marketing claims, as well as establishing standards for specific claims such as “recyclable” or “biodegradable.” The Green Guides also provide guidance on how consumers may interpret certain claims and how brands and marketers can substantiate these claims.
Best Practices for Brands and Marketers
The Green Guides set out the following best practices for brands and marketers that apply to all environmental marketing claims: