In the words of the Federal Trade Commission (FTC), there has been a “virtual tsunami of environmental marketing” in the past few years. “Green” marketing, or the marketing of products that are presumed to be environmentally safe and sustainable, has become a core part of business strategy for many companies. But failure to comply with the FTC’s consumer protection rules regarding green marketing claims can result in civil prosecution, consumer lawsuits, and the potential loss of any competitive advantage initially gained from such claims.
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