ANALYSIS: Green Product Litigation: A Wishlist for FTC Guidance?

A complaint filed against LilyAna Naturals earlier this month over the use of the word “natural” in the brand’s labeling is one of the latest in a line of consumer complaints alleging that aspects of a company’s environmental and social marketing are misleading.

The Federal Trade Commission is currently revising its Green Guides—which explain how consumers are likely to interpret environmental marketing claims and how marketers can substantiate and qualify these claims to avoid deceiving consumers—for the first time in over a decade. The revisions could provide companies (and potential litigants) with additional clarity on environmental marketing.

The current ...