Recently, the FTC updated its Green Guides on the use of product certifications and seals of approval, renewable energy claims, renewable materials claims and carbon offset” claims. The revised guidelines are intended to prevent organizations from greenwashing—the practice of disingenuously spinning their products and policies as environmentally friendly. But these days it’s not just the FTC that is into the act of policing greenwashing. “Companies should recognize that someone is always watching,” says Robbin Good, executive VP and partner at Makovsky + Co. “It’s important that organizations go way beyond token gestures of being green, or they will be exposed.
Self-Police Your Green Claims Now, Don’t Be Sorry Later
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