Behind the Scenes

Arent Fox's advertising law blog - latest news and trends in advertising, data security & privacy, and fashion & entertainment.

Behind the Scenes

Green Advertising

It may not be easy being green, but it is definitely the way of the future. Green advertising piques the interest of consumers - many of whom are very concerned about global warming and their global footprint. While some advertisers may think that it is acceptable to release messages and stamp products with a “green label,” or “environmentally friendly” logo, it is important to consider the implications of the message being sent. The Federal Trade Commission (FTC) has issued the “Guides for the Use of Environmental Marketing Claims,” (the “Green Guides”) which provide companies with information regarding how the agency views false advertising statements in the area of environmental marketing claims. For example, marketers cannot make an unqualified claim that something is “recyclable” if consumers to whom it is being marketed do not have access to facilities that can recycle and process the product. Substantiation and qualification are key. We can help you in confirming that the message you are conveying is accurate. That way, you can focus on being green, while we will focus on making sure your customers know it.


Cosmetic Companies Agree to FTC Settlement After Promoting Products as “All Natural”

The Federal Trade Commission announced on April 12 that it reached settlement agreements with four companies that market skin care products, shampoos, and sunscreens online over charges that they falsely claimed that their products are “ALL NATURAL” or “100% NATURAL,” despite the fact that they contain synthetic ingredients. 


FTC Breaks Down Biodegradable Requirements in Recent Warning Letters

What’s Making News?

The Federal Trade Commission (FTC) recently sent out 15 letters warning makers of plastic bags that claims indicating that such bags are “oxodegradable,” “oxo biodegradable,” or “biodegradable” may be viewed as deceptive under the Guides for the Use of Environmental Marketing Claims (the Green Guides). According to the letters, the claims fail to comply with Green Guides requirements.

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Arent Fox LLP, founded in 1942, is internationally recognized in core practice areas where business and government intersect. With more than 350 lawyers, the firm provides strategic legal counsel and multidisciplinary solutions to clients that range from Fortune 500 corporations to trade associations. The firm has offices in Los Angeles, New York, San Francisco, and Washington, DC.