In recent years, the market for eco-friendly products has surged, driven by increasing consumer demand for sustainable and environmentally responsible options. However, this trend has also led to a rise in greenwashing claims, where companies are accused of making misleading or unsubstantiated environmental claims about their products. As American businesses strive to capitalize on the green movement, they must navigate the complexities of complying with the Federal Trade Commission’s (FTC) Green Guides to avoid potential liability risks.

Understanding Greenwashing and Its Implications

Greenwashing refers to the practice of making false or misleading claims about the environmental benefits of a product or service. This can include overstating the sustainability of a product, using vague or unverified claims, or failing to disclose relevant information about the environmental impact of a product. The consequences of greenwashing can be severe, including damage to a company’s reputation, loss of consumer trust, and potential legal action.

The FTC Green Guides provide guidance on how to make truthful and substantiated environmental claims. These guidelines are designed to help marketers avoid making deceptive claims and to ensure that consumers have accurate information about the environmental attributes of products. The Green Guides cover a range of topics, including general environmental benefit claims, specific claims about recyclability, biodegradability, and the use of renewable energy.

The Rise of Eco-Friendly Products

The demand for eco-friendly products has led to a proliferation of green claims in the marketplace. Companies are increasingly marketing their products as sustainable, organic, or environmentally friendly to attract environmentally conscious consumers. However, with this rise in green marketing comes increased scrutiny from regulators, competitors, and consumers. Businesses must ensure that their environmental claims are truthful, substantiated, and in compliance with the FTC Green Guides. This requires a thorough understanding of the guidelines and a commitment to transparency and accuracy in marketing practices. Companies should conduct regular audits of their marketing materials and claims to ensure compliance and avoid potential greenwashing allegations. The FTC has issued business and consumer education resources, designed to aid in understanding and applying the Guides. The FTC has published an Environmental Claims summary to guide marketers in appropriate ways to advertise claims to ensure compliance.¹

Examples in the Global Marketplace

In the food world, a leading manufacturer of single-use plastic coffee pods marketed their product to Canadian consumers as recyclable despite the fact that the capsules were not accepted as such in most Canadian provinces. The Commissioner of Competition (Commissioner) levied a $3 million fine and order to change the misleading recycling instructions on product packaging. The Commissioner found that the claims created the general impression that the pods are recyclable in every location, but given differences in local recycling programs, such marketing is false or misleading.²

Fashion has come under scrutiny in recent years for waste generated from both manufacturing and product consumption. An Italian court fined the operator of a leading global e-commerce “fast fashion” platform’s European website one million Euros for unfounded sustainability and social responsibility messaging. Italy’s competition authority (AGCM) took issue with “vague, generic, and/or overly emphatic” messaging, as well as “vague and generic” commitments to cut greenhouse emissions.³

While enforcement actions abroad highlight the global nature of greenwashing risks, U.S. companies should be aware that similar scrutiny is taking place domestically under the FTC’s Green Guides and related regulations. A leading U.S.-based commercial airline is facing a consumer class action lawsuit over false carbon-neutrality claims.⁴ It is unknown how far this case will go in shaping the regulatory landscape, but it has the potential to open the door for challenges to the veracity of carbon neutrality claims made by other airlines, resulting in additional claims throughout the industry.

These cases serve as cautionary tales for businesses and highlight the importance of ensuring that environmental claims are not only accurate but also substantiated by credible evidence. Scrutiny is common across all sectors around the globe and companies must be diligent in verifying the environmental benefits of their products and transparent in their marketing communications.

Practical Insights for Businesses

To navigate the complexities of greenwashing and FTC Green Guide compliance, businesses should consider the following practical steps:

1. Conduct Thorough Research: Before making any environmental claims, conduct comprehensive research to substantiate the claims. This includes verifying the environmental benefits of the product and ensuring compliance with relevant regulations.

2. Be Transparent: Clearly communicate the basis for any environmental claims and provide consumers with access to supporting information. Transparency builds trust and reduces the risk of greenwashing allegations.
3. Regular Audits: Implement regular audits of marketing materials and claims to ensure ongoing compliance with the FTC Green Guides. This proactive approach can help identify potential issues before they escalate.
4. Seek Legal Advice: Consult with legal experts to ensure that marketing practices align with the latest regulatory requirements and industry standards.

By taking these steps, businesses can effectively navigate the challenges of greenwashing and build consumer trust in their eco-friendly products. As the demand for sustainable products continues to grow, companies that prioritize compliance and transparency will be well-positioned to succeed in the evolving marketplace.

1. See https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-issues-revised-green-guides/greenguidessummary.pdf ↩︎
2. See https://decisions.ct-tc.gc.ca/ct-tc/cdo/en/item/518827/index.do ↩︎
3. See https://en.agcm.it/en/media/press-releases/2025/8/PS12709 ↩︎
4. See Mayanna Berrin v. Delta Airlines Inc., No. 2:23-cv-04150 (C.D. Cal.) in the United States District Court for the Central District of California. ↩︎