[author: Paul Bargren]

Advertisers increasingly want to point out eco-friendly features in their consumer products and services. The FTC has now issued its long-awaited, updated “Green Guides” to address such claims.

The “Guides for the Use of Environmental Marketing Claims” provide the FTC’s current views about “green” advertising and are designed to “help marketers avoid making environmental marketing claims that are unfair or deceptive” under the Federal Trade Commission Act, 15 U.S.C. § 45.