We have good news to pass on today. The FTC (Federal Trade Commission) has finally started updating their guidelines concerning what can and cannot be marketed as green.
The changes are long overdue. The last set of regulations was released in 1998. A lot has happened since then. Thousands of products purported to be green have been introduced to the market place in the last 12 years. And we've seen a load of greenwashing since then.
The FTC will caution marketers to stop using terms such as “eco-friendly” or “environmentally friendly” because they tend to be perceived by the public as having far-reaching environmental benefits when in fact such claims are almost always impossible to prove.
These guidelines will have some impact on the multitude of certification seals found on so-called green products also. Unqualified seals of approval or certifications, some created by the companies themselves or trade groups to which they belong, will not be allowed. True third party certification – such as Green Seal and Greenguard will be encouraged.
And you can't say your product is bio-degradable if it takes longer than a year for it to decompose. Duh.
Another fuzzy green claim we should see get clearer is when a company claims carbon-offsetting as a marketing tool. The FTC says you can't use that claim if it is already required by law, or if the product being purchased isn't offset for 2 years.
That should shake up some marketing companies for the time being. This is good news for consumers but it doesn't let us off the hook. Marketers are paid big money to sell you whatever they are handed regardless of its potential for harm. We still have to do our homework and hold the companies that sell poison accountable with our purchasing power.
Just because some major manufacturer puts some wind generators and solar panels on his factory but still produces products that are dangerous to you and the planet doesn't make it all ok. You won't find Drano under my sink even if they are a “family company”.
The FTC is seeking public comments on the proposed changes until December 10, 2010, after which it will decide which changes to make final.
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