Greenwashing to Come Under FTC Scrutiny, Attorney Tells Green Group
Greenwash at your own risk. Greenwashing, a term used to describe the practice of companies deceptively promoting their products and policies as environmentally friendly, frustrates environmentally-conscious companies. Now, according to attorney Dan Myers, if the FTC catches a company at it, their phony attempt at being green could cause them to be red-faced with embarrassment – and maybe even pay a fine.
Myers, of Wendel, Rosen, Black & Dean was a key panelist at the Green Chamber of Commerce’s event: ‘Green Media: Practical and Legal Considerations for Communicating Your Message’ on May 19 at the Environmental Defense Fund in San Francisco.
The FTC is in the process of drafting green guides that will prohibit unfair or deceptive advertising and marketing claims, Myers said. Although some ads may escape FTC notice, competitors may initiate litigation.
Emily Cowan of Ecofabulous added that new green products have to overcome consumer’s tendencies to gravitate to traditional and familiar brands. Melissa Mansfield of Green Gorilla Media pointed out that the increase in groups offering green certification has consumers confused. But some consumers are willing to pay more for products with green certification, Christina Weber of Sustainable Industries said.
Other advice for businesses from the panel:
- Tell an authentic story
- Don’t worry about being green, be amazing
- Live your brand
- Once you lose your green credibility, it is difficult to get it back
For more information, contact the Green Chamber of Commerce.
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