are they benefits or greenwashing terms?
How often have your purchasing decisions been swayed by the words on a product label? When browsing the shampoo aisle, are you more likely to grab the bottle that says “natural,” “organic,” or “green”? If you are, then you could be being duped by corporate America.
No shame or judgement here. After all, it’s happened to most of us at one time or another. But that’s all about to change.
Consumers have become smarter than corporate America thinks, reading product labels and demanding substantiation of bold claims that have long been accepted without real proof of reliability. That’s brought product marketing claims under scrutiny over the years.
According to an August 2021 article in the National Law Review, the U.S. Federal Trade Commission (FTC) is one of the main agencies regulating marketing claims under the FTC Act and it’s poised to refresh its Guides for the Use of Environmental Marketing Claims, known as Green Guides. The Green Guides were first issued in 1992 to help businesses avoid violations of the FTC Act based on misleading environmental claims to consumers. It hasn’t been revised since 2012.
The FTC is expected to revisit claims and review the level of substantiation required for categories like:
- Made with renewable energy/materials
- Net zero claims re: renewability
what about non toxic?
The Green Guides permit companies to claim their products are non toxic as long as the claim is based on competent and reliable scientific evidence that the product is safe for both humans and the environment.
Pure haven proudly produces non toxic products for family use throughout homes across the United States. We believe every home should be a pure haven, safe from toxins. More than 600,000 families have switched to our non toxic products and now have peace of mind.
Contact your Consultant today to learn more about pure haven and our products, and how to turn the tables on corporate America’s greedy, greenwashing ways.