Reminder that FTC has issued new guides for environmental marketing claims:

There are more examples and terms explained, but it still comes down to two basic principles:

1. Be technically accurate

2. Do not mislead

That last one is the challenge.  You have to follow public and customer understanding of what they think terms mean and cool it with the "green" art.  We'll see if FTC steps up enforcement.

Interestingly, GreenBiz posted a couple articles Nov 19.  Getting the word out on how to more careful with claims is good.

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