Advertising the environmental benefits and attributes of consumer products has become an increasing trend in recent years as companies learn that consumers value “green” goods and services. To address compliance issues encountered in making these types of marketing claims, regulators are formulating guidance for businesses. While the U.S. is in the process of revising its environmental marketing Green Guides, the U.K. has published its new Green Claims Guidance. Both the U.S. and U.K. have addressed similar issues in their respective guidance documents.
The U.K.’s Department for Environment Food and Rural Affairs (“Defra”) published the revised Green Claims Guidance on February 2, 2011, updating previous guidance published in 2003. The Green Claims Guidance is directed at anyone who produces, sells, markets, or advertizes products or services in the U.K.