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Presentation regarding the dangers of greenwashing in marketing
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FORT LAUDERDALE
JACKSONVILLE
MIAMI
PALM BEACH
STUART
TALLAHASSEE
VERO BEACH
WEST PALM BEACH
Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice
Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice
By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.
FORT LAUDERDALE
JACKSONVILLE
MIAMI
PALM BEACH
STUART
TALLAHASSEE
VERO BEACH
WEST PALM BEACH
FORT LAUDERDALE
JACKSONVILLE
MIAMI
PALM BEACH
STUART
TALLAHASSEE
VERO BEACH
WEST PALM BEACH
Greenwashing: Greenwashing: misleading consumers regarding environmental practices or misleading consumers regarding environmental practices or benefits through marketingbenefits through marketing
Greenwashing: Greenwashing: misleading consumers regarding environmental practices or misleading consumers regarding environmental practices or benefits through marketingbenefits through marketing
Potential Legal Trouble forPotential Legal Trouble forGreenwashersGreenwashers
Potential Legal Trouble forPotential Legal Trouble forGreenwashersGreenwashers
Section 5 of the Federal Trade Section 5 of the Federal Trade Commission Act (the “FTC Act”)Commission Act (the “FTC Act”)
The Lanham ActThe Lanham Act
Common lawCommon law
State deceptive trade practices actsState deceptive trade practices acts
The Securities and Exchange ActThe Securities and Exchange Act
Section 5 of the FTC ActSection 5 of the FTC ActSection 5 of the FTC ActSection 5 of the FTC Act
Prohibits unfair or deceptive trade Prohibits unfair or deceptive trade practicespractices
Deceptive practice:Deceptive practice: likely to mislead reasonable consumerslikely to mislead reasonable consumers
materialmaterial to their decision to buy or use the productsto their decision to buy or use the products
Unfair practice:Unfair practice: causes substantial consumer industrycauses substantial consumer industry not reasonably avoidablenot reasonably avoidable not outweighed by the benefits to consumers or not outweighed by the benefits to consumers or competitioncompetition
The FTC’s Green GuidesThe FTC’s Green GuidesThe FTC’s Green GuidesThe FTC’s Green Guides
General principles applying to all General principles applying to all environmental marketing claimsenvironmental marketing claims truthfultruthful accurateaccurate fully substantiatedfully substantiated
Guidance on specific green claimsGuidance on specific green claims biodegradable, compostable, recyclable, recycled biodegradable, compostable, recyclable, recycled content, and ozone safecontent, and ozone safe
Administrative InterpretationsAdministrative Interpretations
Updated Green GuidesUpdated Green GuidesUpdated Green GuidesUpdated Green Guides
““Because of the proliferation of Because of the proliferation of green claims in the marketplace…” green claims in the marketplace…” “changes in the marketplace” and “changes in the marketplace” and “consumer perception of “consumer perception of environmental claims”environmental claims”
WorkshopsWorkshops carbon offsets and renewable energy certificatescarbon offsets and renewable energy certificates green packaging claimsgreen packaging claims green building and textilesgreen building and textiles
Enforcement Actions ImminentEnforcement Actions ImminentEnforcement Actions ImminentEnforcement Actions Imminent
No enforcement actions for environmental No enforcement actions for environmental claims since 2000claims since 2000
Currently investigating a variety of Currently investigating a variety of environmental product claimsenvironmental product claims
Violations can result in:Violations can result in: civil penaltiescivil penalties criminal penaltiescriminal penalties injunctive reliefinjunctive relief restitutionrestitution
Only .05% of green advertisements (1 Only .05% of green advertisements (1 in 1753) are not either patently false in 1753) are not either patently false
or risk misleading audiencesor risk misleading audiences**
Only .05% of green advertisements (1 Only .05% of green advertisements (1 in 1753) are not either patently false in 1753) are not either patently false
or risk misleading audiencesor risk misleading audiences**
* according to GreenBiz.com* according to GreenBiz.com
How to Avoid Greenwashing?How to Avoid Greenwashing?How to Avoid Greenwashing?How to Avoid Greenwashing?
Tell the TruthTell the Truth
Be AccurateBe Accurate
Prove ItProve It
Look for ConcernsLook for Concerns
FORT LAUDERDALE
JACKSONVILLE
MIAMI
PALM BEACH
STUART
TALLAHASSEE
VERO BEACH
WEST PALM BEACH
Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice
Greenwashers BewareGreenwashers BewareHeed the Green Guide’s AdviceHeed the Green Guide’s Advice
By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.By: Gaida Zirkelbach, Esq.