It's Not Easy Being Green: Using Environmental Claims in Advertising

With so much focus on our climate crisis, many advertisers see a prime opportunity to highlight their pro-environmental practices. However, that may be easier said than done. Environmental claims are highly scrutinized by the FTC so it’s best to approach them with care.

Environmental claims should be clear, specific, and supported by reliable scientific evidence. Avoid vague terms like "eco-friendly" or “reduced carbon footprint.” While it sounds good on paper, it does not mean much according to the standards outlined in the FTC’s Green Guides. For instance, if discussing reduced carbon emissions, then you must explain specifically how the reduction is accomplished.

Transparency is also essential. Do not claim your product is 100% recyclable if only half the materials are. In recent years, several companies have been accused of “greenwashing” - making misleading sustainability claims to create goodwill. Instead, those campaigns backfired, and they faced deceptive ad claims and reputational damage.

If you are making environmental claims, there are best practices to follow. Engage your internal R&D or technical team to help ensure that claims are scientifically valid and supported. Consider hiring environmental experts who can vet claims. Regularly review and update for accuracy and compliance with the most current Green Guides. Finally, train your marketing colleagues how to craft clear, truthful claims that are friendly to both the consumer and the environment.

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