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The Federal Trade Commission recently proposed changes to its "Green Guides," which provide a road map for companies making claims to sell environmentally friendly products. That includes everything from the criteria for saying you use renewable materials to the use of product certifications. But those guidelines may not be enough to help companies selling green products avoid being seen by skeptical consumers as just another green-washer making hyped-up, dubious marketing claims. It's a problem that involves more than just potential customers, but includes everyone from investors to the media.
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