Everyone is green these days, or so it seems. Claims that products are environmentally friendly, organic or all-natural are ubiquitous in promotional materials. Indeed, nearly every industry touts the environmental aspects of their respective products or services. In this day and age, there can be no legitimate debate that advertising a product’s positive environmental impact or health benefit can greatly influence purchasing decisions. Owing largely to the competitive advantage green claims may provide, not to mention the fact that these claims have been largely unregulated, the Federal Trade Commission (FTC) has recently updated its “Guides for the Use of Environmental Marketing Claims,” commonly known as the Green Guides.