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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.”
First published in 1992, the green guides help marketers and advertisers avoid making deceptive, sweeping eco claims without proof or qualification. Since the guides were last updated in 1998, more companies have jumped on the eco bandwagon, developing greener products and then marketing those eco advantages to consumers.