18 Aug '11, 3pm

Regulation of Green Marketing: The State of Play in Summer 2011

Regulation of Green Marketing: The State of Play in Summer 2011

In the meantime, the National Advertising Division of the Council of Better Business Bureaus (“NAD”) has heard over a dozen such cases in the last year and is creating law – mainly by applying its interpretation of the draft Guides. The NAD is a voluntary, self-regulation forum for advertising claims and disputes. It hears competitor-initiated challenges, challenges brought by consumer groups and NGOs, and it brings its own self-monitoring cases. Two trends are emerging at the NAD in the area of green claims. First, one sees a significant rise in cases brought by major corporations, such as Procter & Gamble, to challenge green claims by smaller companies such as Seventh Generation. Such challenges have often been successful, resulting in restrictions on some of the marketing efforts by these companies. Second, NAD is seeing more challenges by non-profits that seek to inval...

Full article: http://www.environmentalleader.com/2011/08/18/regulation-...

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