Preparing for the FTC’s New Green Guides: How to Market your Environmental Successes and Avoid Litigation

16 Dec 2010 11:30 a.m. - 01:30 p.m.

Morrison & Foerster LLP
755 Page Mill Road
Palo Alto, CA 94304

What does it mean for your product or service to be environmentally friendly? How about sustainable? What about your “carbon footprint”? Although these words appeal to your environmentally conscious customers, green advertising can be risky and enforcement actions are on the rise.

The U.S. Federal Trade Commission (the FTC) recently released proposed revisions to its Environmental Marketing Guides, also known as the “Green Guides.” The FTC guidance will establish significant new rules of the road for companies that advertise the environmental attributes of their products, services, or business practices.

Companies currently making any environmental marketing claims to consumers, whether through traditional advertising, websites, or social media, need to pay careful attention to the FTC’s existing and newly proposed guidance if they wish to avoid the prospect of enforcement action or related consumer litigation. What are the potential risks of engaging in the China Cleantech gold rush?

Please join us for a discussion of the new Green Guides, including topics such as:

  • What types of claims are covered by the Green Guides?
  • How are the new proposed rules different from existing rules?
  • What are the best practices for green advertising?
  • Will the new Green Guides trigger additional FTC or AG enforcement, consumer class actions, or competitor disputes brought before the National Advertising Division of the Better Business Bureau?


  • Michael Steel, Partner, Morrison & Foerster
  • William Tarantino, Associate, Morrison & Foerster
  • David Mallen, Associate Director, National Advertising Division, Better Business Bureau

1 Hour General (California) MCLE




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