Coming Clean on Green: The FTC's New Greenwashing Guidelines

ALI – CLE Teleseminar

11/27/2012 03:00 p.m. - 04:00 p.m.

Class Actions and Advertising and Marketing Law

Speaking Engagement

Rebekah Kaufman
rkaufman@mofo.com
(415) 268-6148

Despite the FTC’s efforts at providing extensive guidance in this area, as well as aggressive enforcement efforts, there has been a lot of confusion about what kinds of “green” claims are permissible and what kinds will invite FTC scrutiny. Successful advisors to manufacturers, advertisers, and marketers need to understand the new guidance in order to advise their clients about the limits of acceptable green claims. Devote just 60 minutes to this teleconference to hear two leading attorneys in the consumer litigation, advertising and marketing areas explain what to do to help your client to make the most of permissible green claims.

These topics, among others, will be considered:

  • The new guidance on making general environmental benefit claims;
  • The specific changes to the 1998 guidance;
  • The new environmental marketing terms added to the Green Guides, including “renewable materials,” “made with renewable energy,” and “carbon offsets”;
  • New guidance about seals and certifications;
  • New guidance about how to substantiate green marketing claims;
  • Factors to consider in reviewing a client’s marketing/advertising claims.

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