POLLING: What It Means to be ‘Green’ – Managing Environmental Claims and Avoiding Deceptive Practices

February 4, 2021 9:00am

Randy Liebowitz
Global Food Regulatory Senior Counsel
PepsiCo, Inc. (Purchase, NY)

Katie Jennings
Manager, Consumer Technical Insights
Seventh Generation Inc. (Burlington, VT)

Limor Robinson Mann
Chief Oral Care Marketing Counsel, Global
Colgate-Palmolive Company (New York, NY)

Mark Smith
Founder & CEO
Purdy Smith (London, UK)

As more marketers put environment friendliness at the forefront of product creation and promotion, it’s crucial to apply truth-in-advertising principles to any and all green claims.

Points of discussion will include:

  • Defining sustainability claims and understanding the requirements of FTC’s Green Guides
  • Meeting the requirements for substantiation of green and environmental claims:
    • What you can and cannot say and what are the guardrails?
    • What types of testing are needed for claims around biodegradable, recyclable, etc. Where should the data come from?
    • Can the claim be based on the ingredients alone?
      • Promote environmental claims without pushing too far and “greenwashing”
    • Ensuring credibility of claims for consumers and stakeholders
    • Avoiding general and unqualified environmental benefit claims
    • Case Study: NAD decision on P&G’s advertising claims for Tide Purclean
  • Deciphering symbols and icons and what’s needed for green certification
  • Comparing claims challenges presented from environmental soundness of packaging materials and product production from an international perspective
  • Using third-party seals and ensuring how to not mislead consumers if a company creates its own seal