Making a Green Claim: (Not) Waiting for the FTC Green Guides
While we've seen a draft for public comment of the next Green Guides, the final draft is—as of this date—yet to come. Therefore, it's probably not wise to guess as to what will be in the next version, or what will be left out. (To visit the October 2010 draft, go here: http://www.ftc.gov/bcp/edu/microsites/energy/about_guides.shtml )
As a communicator, I also have at least one other "green claims" resource—an organization called TerraChoice, now part of Underwriters Laboratory, which actually consults (or has consulted) with the FTC and the Canadian Standards Association, as well as many Fortune 500 brands. Its Web site, www.sinsofgreenwashing.org, documents seven "sins" of environmental marketing claims, sins such as hidden tradeoffs and no proof. In its most recent 2010 report, only 5 percent of consumer product claims were found to be "sin free," which truth-be-told was an improvement over 2009!
Between the current edition of the FTC Green Guides, TerraChoice, and the DMA's own Guidelines for Ethical Business Practice, direct marketers don't have to wait around for the FTC to (finally) issue its next Green Guides rendition to make an honest, truthful environmental marketing claim. With Earth Day around the corner, just do some diligence to be sin-free and stop saying "Go Green, Go Digital"!