POLLING: What It Means to be ‘Green’ – Managing Environmental Claims and Avoiding Deceptive Practices
Limor Robinson Mann
Chief Oral Care Marketing Counsel, Global
Colgate-Palmolive Company (New York, NY)
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