August 5th, 2010

Green Marketing or Green Washing? (Part Deux – Enforcement!)

BOSTON -

We left off last month at Enforcement in part 1 of ‘Green Marketing or Green Washing?’.  The best part!  So if the green guides when applied can be pretty stringent and since we can probably agree that most companies, whether or not unwittingly, violate the standards, then why don’t we have FTC actions coming out our ears?!

The Green Guides were implemented in 1992, but only 45 complaints have been brought under the guides since their inception.  During the Bush Administration, not a single environmental marketing complaint was brought.  Since Obama took office, seven complaints as of February 2010 had been brought and FTC Director, David Vladeck has said that tougher enforcement and guidelines are a major part of the Commission’s agenda. Continue Reading >

Tagged FTC, green branding, green washing |

July 27th, 2010

Green Marketing or Green Washing?

BOSTON -

So last month I spouted off about labels on food and the enforcement behind them.  The topic is a confusing once since there is very little regulation, which leads to consumer confusion.  There are however, guidelines with the FTC that prevent green washing in marketing under the banner of Truth in Advertising. Unfortunately most businesses have very little knowledge of these guidelines, due to their lack of enforcement, and therefore even the most sustainably-minded companies are often guilty of green washing.  But the Obama administration has stated that enforcement of these guidelines is a priority going forward, so consumers are about to get some clarity!

To check out the green guides for yourself you can read them at the FTC website.  Or you can keep reading for a snarky summary. Continue Reading >

Tagged advertising, FTC, green business, green guides, green marketing, green washing, Marketing, Obama, Sustainable Business |