Recently, NAD assessed claims made by a major beverage corporation regarding its recycling program. While certain claims were supported, others regarding the company’s participation with third-party partners overstated the actual work being done. If the message is intended to convey future plans or goals rather than current work, it must be clearly communicated.

Thriving in the evolving landscape 

The NAD’s advertising self-regulation provides companies with a way to uphold standards for advertising claims and keep competitors accountable for the accuracy of their claims, contributing to the overall integrity of green marketing practices. Advertising that may be misleading or deceptive harms both consumers and fair competition. 

Fostering a fair and transparent marketplace maintains the value that green claims provide to brands and supports their investments in sustainability initiatives. More broadly, however, it builds progress on lofty goals like reducing carbon emissions across industries.

The FTC’s upcoming Green Guides update reminds businesses that environmental marketing strategies should align with updated guidance. By prioritizing accuracy and transparency, companies can build consumer trust, avoid greenwashing risks, potential litigation and penalties, and, hopefully, lessen their impact on the planet.

These updates aren’t just about compliance; they’re an opportunity for businesses to demonstrate their commitment to sustainability, build value for their investments and contribute to a more trustworthy marketplace and a more sustainable future for all.