F. Environmental Marketing Claims

Three years after implementing its advertising guidelines for environmental marketing claims, the FTC is considering revising them. While frequently abused terms such as “environmentally friendly ” have virtually disappeared from use, so too have many truthful claims about products that offer legitimate environmental benefits. Some industry concerns are mentioned. More information is provided at the FTC Website (www.ftc.gov/opp/green.htm), where detailed industry comments are available. [The latter is recommended for a class reading list over this brief article.] “Special Issue on Green Advertising. ” Journal of Advertising 24, no. 2 (Summer 1995): 1–82. [D] The Special Issue contains both theoretical and empirical articles on environmental advertising. Many (but not all) of these are oriented towards research issues. [For annotations of especially relevant chapters, see Banerjee