What It Means to be ‘Green’ – Applying Truth-In Advertising Principles to Environmental Claims: An International Perspective

January 18, 2022 11:15am

Katherine Armstrong
Deputy Director, National Advertising Division
BBB National Programs

Joanna Vince
Willms & Shier Environmental Lawyers LLP (Toronto, ON)

  • Addressing legal and regulatory issues associated when making and substantiating green and environmental claims
    • Identifying the guardrails of what an advertiser can and cannot say
    • Ensuring the accuracy of environmental claims in the marketplace to prevent misleading claims
    • Determining what types of substantiation is required for claims around biodegradable, recyclable, etc.,
  • Understanding how Federal Trade Commission’s ‘Green Guides’ in the U.S. compare with those in Canada
  • Examining what regulators and self-regulators are looking for in terms of claims substitution for green claims
  • Understanding the role of self-certification, trust marks, and seals, in substantiating environmental claim
  • Promoting environmental claims without pushing “greenwashing”