News Summary: FTC issues revised Green Guides

GREEN UPDATES: The Federal Trade Commission issued its first formal revision since 1998 to the Green Guides, its green marketing guidelines that hold companies to truthful standards in marketing their products.

ENVIRONMENTAL NO-NOS: Among the updates, the guides warn marketers not to make broad, unqualified claims that their products are environmentally friendly or eco-friendly. The FTC said "very few products, if any" deliver the far-reaching environmental benefits that consumers associate with such claims.

POTENTIAL PUNISHMENT: The guidelines are general principles, not rules or regulations. But the FTC has imposed fines and taken other actions in recent years involving deceptive claims.