Putting a premium on “green marketing” is obviously quite important when it comes to environmental compliance issues, but be careful to not make overblown claims, which can damage your reputation.
“Green marketing is a necessity, but it comes with certain challenges when it comes to things like permit requirements, records maintenance and obligations related to storage or disposal, to name a few examples,” said Edward(Ted) Sailer, President of ProComplianceWare, a popular customizable web-based environmental management system which organizes and maintains all compliance requirements for any type of industry.
Thus, here are four tips to help companies make sure their green messaging campaigns never cross into overstatement and inaccuracy:
1 – Make Sure Your Green Claims Are Accurate
There are few regulations on what a company can or cannot say about its green approach to business. Yet there are many ways to make claims that can get a company into trouble.
Inaccurate claims can bring enforcement actions from the Federal Trade Commission and some states
As well, goals that are too broadly stated can leave a company open to stakeholder criticisms for not being achievable, creating false expectations for the public or diluting the company’s brand. And if you're a public company, there may even be SEC concerns.
2 – Tread Lightly When It Come To Your “Carbon Footprint”
“Carbon footprint reduction” is a popular buzzword, but in reality, it has no agreed-upon definition.
So when dealing with issues in this area, be clear: which part or parts of your operation are included and which are not? Why? How are the footprint itself and the claimed carbon reductions actually calculated? Can you properly defend your claims?
3 – Just The Facts, Ma'am
It's trendy to talk about recyclable or recycled materials, biodegradables, the minimization of waste, or even “zero landfill waste” facilities and operations. But again, a lot of this can be just buzzwords and not actions. Back up what you claim. An aggressive approach to a green marketing campaign is fine, and even to be commended. Just be accurate.
And while there is little statutory, regulatory or case law on how far companies can go in touting their greenness, the FTC does produce guidelines known as “the Green Guides,” which are designed to assist companies seeking to make claims regarding energy use for various products. These can be found at www.ftc.greenguides.gov/.
Additionally, some states and localities have adopted standards for specific items, particularly as related to consumer fraud claims, and companies should familiarize themselves with these specific standards.
4 – Be Weary Of Self-Appointed “Experts”
Many private organizations exist which give their seals of approval to companies and products. But always a closer look at these groups and evaluate their own greenness, integrity and level of acceptance from consumers before joining forces with them.
Long story short? Keep it simple and truthful. Always have a thoughtful approach.
“You'll find you stay out of trouble this way,” added Sailer.
