The Federal Trade Commission is considering a new set of "Green Guides" that could have a huge effect on the marketing efforts of companies nationwide, according to a report in Advertising Age.
They would be the first environmental-marketing guidelines issued by the FTC in 12 years, and they could influence everything from green seals and certifications to the major sustainability-rating system under development by Wal-Mart (NYSE: WMT) and other retailers.
The guides may help to do away with corporate greenwashing by tightening standards for terms like "recyclable," "biodegradable," and "carbon neutral." They may even try to define the term "sustainability," according to the report.
The FTC said it is on track to release the updated guidelines by the end of the summer.
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