Green is the New BlackNancy J. Felsten, Davis Wright Tremaine LLP

Kathryn Barrett Park, General Electric Company

Thomas P. Schur, Frito-Lay, Inc.

David G. Mallen, National Advertising Division

Where It All Began…

Renewed Attention to the Environment:

» Climate Change & Rising Energy Costs

From Greener Energy…

…to Green Fashion…

“GLOBAL WARMING READY”

…to Green Make-up…

to Green Television.

feedstock

zero-impactfeedstock content

ECO-SMART

eco-friendly

sustainable

sustainability

renewable

renewable resource

life cycle

recycled

recyclable

biodegradable

degradable

photodegradable

compostable

RENEWABLE

BIO-BASEDNATURAL CONTENT

environmentally friendly

earth-friendly

ozone-friendly

cradle to cradlecradle to

grave CARBON OFFSETS

renewable energy credits

carbon neutral carbon

footprint

CLEAN ENERGY

environmentally preferable

environmentally safe

environmentally safe

naturally derived non-

toxic

energy intensity

energy efficient

Bioenergy

greenhouse gases

environmental management systems (EMS)

alternative fuels

green purchasing

Greenwashing: A Pervasive Problem?

The Green Guides

»The FTC’s “Green Guides” do not have the force of law, but provide a safe harbor for advertisers.

»They help advertisers understand how the FTC intends to apply Section 5 of the FTC Act.

»Section 5 prohibits:»Unfair acts and practices; &

»Deceptive acts and practices.

General Principles of the FTC’s Green Guides

Principle #1: Qualifications and disclosures necessary to avoid misleading consumers must be clear, prominent, and understandable.

Principle #2: Claims must be presented in such a way as to make it clear whether they relate to a product, the packaging, and/or the company’s practices.

Principle #3: A claim must not overstate an environmental attribute or benefit, either expressly or by implication.

Principle #4: Comparative environmental claims must be presented in a way that makes the basis for the comparison clear.

Specific Claims Currently Covered by the Guides

»There are currently 8 categories:»General environmental benefit claims

»Degradable/Biodegradable/Photodegradable

»Compostable

»Recyclable

»Recycled content

»Refillable

»Source reduction

»Ozone safe and ozone friendly

Carbon Neutral Claims

Third-Party Certification Claims

“The 1st ECOCERT* Certified Organic line of makeup in the U.S.”

Green Building Claims

Organic Clothing Claims

“Organic cotton clothing”

How the Green Guides May Change

» New Terms/Claims the Green Guides May Address:» Sustainable Claims» Renewable Claims» Life Cycle Claims » Carbon Offsets» Renewable Energy Credits» Carbon Footprint Claims» Carbon Neutral Claims» Bio-based Claims» Third Party Certifications» “Green” or “Organic” Textiles Claims» “Green” Building Claims