The FTC Green Guides are enforced.  Latest is action on two lumber companies making misleading claims that their products are totally made of recycled products.  While there are no fines per se, they've got to pull marketing literature and make available supporting documentation claims to the FTC for the next 5 years.  FTC press release 

Environmental marketing claims need to be true and not misleading. No marketing "puffery" allowed.

EHS Strategies, Inc. can help review your claims so you don't get in trouble.

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