Fast Chat: Green Seal's Arthur Weissman

Why the FTC's new green guides could lead marketers to seek out certifications

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Most consumers are familiar with Energy Star, a government program that certifies that homes or products like a refrigerator or an air conditioner have met strict energy efficiency guidelines. But when it comes to everyday, consumable products like laundry detergent or cosmetics, consumers are on their own in interpreting the green claims made by the manufacturer. That may be about to change. In an interview with Adweek, Dr. Arthur Weissman, president and CEO of Green Seal, a non-profit environmental certification organization, explains how the Federal Trade Commission's new green guides could lead more companies to seek out third-party certification to bolster environmental marketing claims.

Adweek: Why hasn't a consumer seal for environmental sustainability caught on?
Our original intent was to be a credible voice for the consumer.

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