Increasingly, brands are touting their green creds in order to curry favor with consumers trying to make more sustainable choices. The trouble is, many of the messages have been found to be vague or false, leading lawmakers to crack down on instances of greenwashing.

With some penalties already in place in Europe, and the U.S. Federal Trade Commission’s Green Guides update coming later this year, greenwashing is already a serious legal risk for brands. And that risk, including the associated fines and reputational damage, is only going to increase as the topic climbs up the agenda for policymakers.

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