FORT LAUDERDALE

JACKSONVILLE

MIAMI

PALM BEACH

STUART

TALLAHASSEE

VERO BEACH

WEST PALM BEACH

Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice

Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice

By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.

FORT LAUDERDALE

JACKSONVILLE

MIAMI

PALM BEACH

STUART

TALLAHASSEE

VERO BEACH

WEST PALM BEACH

FORT LAUDERDALE

JACKSONVILLE

MIAMI

PALM BEACH

STUART

TALLAHASSEE

VERO BEACH

WEST PALM BEACH

Greenwashing: Greenwashing: misleading consumers regarding environmental practices or misleading consumers regarding environmental practices or benefits through marketingbenefits through marketing

Greenwashing: Greenwashing: misleading consumers regarding environmental practices or misleading consumers regarding environmental practices or benefits through marketingbenefits through marketing

Potential Legal Trouble forPotential Legal Trouble forGreenwashersGreenwashers

Potential Legal Trouble forPotential Legal Trouble forGreenwashersGreenwashers

Section 5 of the Federal Trade Section 5 of the Federal Trade Commission Act (the “FTC Act”)Commission Act (the “FTC Act”)

The Lanham ActThe Lanham Act

Common lawCommon law

State deceptive trade practices actsState deceptive trade practices acts

The Securities and Exchange ActThe Securities and Exchange Act

Section 5 of the FTC ActSection 5 of the FTC ActSection 5 of the FTC ActSection 5 of the FTC Act

Prohibits unfair or deceptive trade Prohibits unfair or deceptive trade practicespractices

Deceptive practice:Deceptive practice: likely to mislead reasonable consumerslikely to mislead reasonable consumers

materialmaterial to their decision to buy or use the productsto their decision to buy or use the products

Unfair practice:Unfair practice: causes substantial consumer industrycauses substantial consumer industry not reasonably avoidablenot reasonably avoidable not outweighed by the benefits to consumers or not outweighed by the benefits to consumers or competitioncompetition

The FTC’s Green GuidesThe FTC’s Green GuidesThe FTC’s Green GuidesThe FTC’s Green Guides

General principles applying to all General principles applying to all environmental marketing claimsenvironmental marketing claims truthfultruthful accurateaccurate fully substantiatedfully substantiated

Guidance on specific green claimsGuidance on specific green claims biodegradable, compostable, recyclable, recycled biodegradable, compostable, recyclable, recycled content, and ozone safecontent, and ozone safe

Administrative InterpretationsAdministrative Interpretations

Updated Green GuidesUpdated Green GuidesUpdated Green GuidesUpdated Green Guides

““Because of the proliferation of Because of the proliferation of green claims in the marketplace…” green claims in the marketplace…” “changes in the marketplace” and “changes in the marketplace” and “consumer perception of “consumer perception of environmental claims”environmental claims”

WorkshopsWorkshops carbon offsets and renewable energy certificatescarbon offsets and renewable energy certificates green packaging claimsgreen packaging claims green building and textilesgreen building and textiles

Enforcement Actions ImminentEnforcement Actions ImminentEnforcement Actions ImminentEnforcement Actions Imminent

No enforcement actions for environmental No enforcement actions for environmental claims since 2000claims since 2000

Currently investigating a variety of Currently investigating a variety of environmental product claimsenvironmental product claims

Violations can result in:Violations can result in: civil penaltiescivil penalties criminal penaltiescriminal penalties injunctive reliefinjunctive relief restitutionrestitution

Only .05% of green advertisements (1 Only .05% of green advertisements (1 in 1753) are not either patently false in 1753) are not either patently false

or risk misleading audiencesor risk misleading audiences**

Only .05% of green advertisements (1 Only .05% of green advertisements (1 in 1753) are not either patently false in 1753) are not either patently false

or risk misleading audiencesor risk misleading audiences**

* according to GreenBiz.com* according to GreenBiz.com

How to Avoid Greenwashing?How to Avoid Greenwashing?How to Avoid Greenwashing?How to Avoid Greenwashing?

Tell the TruthTell the Truth

Be AccurateBe Accurate

Prove ItProve It

Look for ConcernsLook for Concerns

FORT LAUDERDALE

JACKSONVILLE

MIAMI

PALM BEACH

STUART

TALLAHASSEE

VERO BEACH

WEST PALM BEACH

Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice

Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice

By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.