If you plan to market the environmental attributes of your brand in the U.S., read the regulatory guidelines carefully. The Green Guides from the U.S. Federal Trade Commission (FTC) spell out how the agency determines truth in advertising in regard to claims of sustainability.
Four paint companies ran afoul of the FTC in their claims of products free from volatile organic compounds (VOCs). The agency believed the brands did not have enough evidence to back up their claims.
The four companies recently settled with the agency. Stuart Kaplow, a frequent contributor to Retail Environments, reports.