What they are
The FTC’s Guides for Environmental Marketing Claims are the primary US framework governing how companies market environmental attributes. The FTC enforces them as binding through Section 5 of the FTC Act.
Penalties
The FTC can seek civil penalties of up to $50,120 per violation. Each deceptive claim instance can constitute a separate violation.
California’s additional requirements
California requires independent third-party certification before companies can make certain environmental claims. Given California’s market size, this effectively functions as a national standard.
What companies should do now
Review all environmental marketing claims for specificity and substantiation. Replace vague terms with specific, verifiable claims. Document the evidence supporting every environmental claim.