4A’s Greenwashing Paper Offers Marketers Guidance for Proper Regulatory Compliance

With a growing influx of environmentally conscious consumers flooding the market, brands are facing ever-increasing pressure to promote their sustainability efforts and better substantiate their environmental benefits claims. Unfortunately, navigating the complex barrage of rules dictating what kind of environmental claims can be made in advertising, what entities have the jurisdiction to enforce them, and what exactly consumers are looking for when it comes to sustainable brands can be complicated.

Released this month, a new research paper from the 4A’s explains how agencies can (and should) approach environmental claims in their brand messaging. With helpful guidance from representatives at the Environmental Protection Agency (EPA), the Federal Trade Commission (FTC), the National Advertising Division (NAD), as well legal experts on the FTC Green Guides, and B Corp certified agency leaders, readers will learn about best practices to please environmentally-conscious consumers and the regulatory umbrella governing what agencies and brands can say about a product or brand’s environmental benefits. Important topics covered include how to use federal agencies’ ecolabels, FTC Green Guides enforcement, the competitive benefits of B Corp Certification, and more. 

Check out the white paper and its complementary video series here.