8 Legal Tips for Green Ads
- The FTC Endorsement Guides were also recently updated in December 2012 for the first time since 1980.
- Who is endorsing the product? A scientist, with our without relevant expertise? A famous pop singer? A blogger? Someone on social media?
- Is the endorser being paid? Depending on who the endorser is, you may have to disclose it so as not to tick off the reasonable consumer.
- Is the endorser's experience with your product the same as your customers'? If not see, Tip Four.
8. Consider Steering Clear of "All-Natural" Claims for Now
- "All-natural" claims are attracting lawsuits all over the country.
- Two cases settled recently for a combined total of over twelve million dollars where the products contained synthetic ingredients and GMOs.
There are of course numerous other issues with environmental-related claims, and we can't cover them all in this article. These examples are intended as general information and not specific legal advice. Products and situations can be unique and we encourage marketing professionals to speak with an attorney to discuss their individual situations.
Brian Dunkiel and Rebecca Boucher are attorneys at the Burlington, Vt.-based law firm Dunkiel, Saunders, Elliott, Raubvogel & Hand. Reach them at firstname.lastname@example.org and email@example.com.