The feds are looking to crack down on marketers that mislead consumers with trumped-up green marketing claims. The Federal Trade Commission announced today the final revisions to its Guides for the Use of Environmental Marketing Claims, commonly referred to as the “green guides.”
As any politician will tell you, it’s one thing to get someone to smile and shake your hand and quite another to convince him to pull out his wallet. And as any brand manager will tell you, this maxim also applies to environmental marketing. Lots of consumers say they care about the planet, but try to get them to spend extra on eco-friendly brands.