Report from Target Marketing “Green Marketing Without Greenwashing” Webinar

I had the opportunity to serve as a panelist last week in Target Marketing Magazine’s webinar, “Green Marketing Without Greenwashing – How to legally and ethically back up your environmental claims.” I spoke alongside an excellent group of panelists who covered a wide range of key issues around green marketing [they included Scot Case, Vice President, TerraChoice; Randi W. Singer, Litigation Partner, Weil, Gotshal & Manges; Rick Merdan, Marketing Strategy Manager – Environmental, NewPage Corporation].

Here’s a link to access the webinar and watch it.

Below please find some notes I took on Case and Singer’s remarks.  Merdan served as a resource to answer questions near the end.


Scott Case, Vice President, TerraChoice

  • Discussed growth of green products and claims in the marketplace
  • Covered environmental claims and how the FTC is investigating and enforcing their regulations to counter questionable environmental claims
  • Defined greenwashing as misleading consumers about the environmental details of a product or service
  • Terrachoice has developed 7 Sins of Greenwashing
  • Discussed various leading green labels (EcoLogo, Energy Star, Green Seal)
  • Suggested do’s and don’ts of green marketing. His key suggestion was one I strongly agree with and advocate – “If you’re making a public claim, provide public proof”


Randi Singer, Litigation Partner with Weil, Gotshal & Menges

  • First rule of advertising is that it needs to be true
  • Discussed FTC’s “Green Guides”
  • All claims must be specific, transparent, supported by science
  • Need to avoid general environmental benefit claims
  • Specific claims must be true and not deceptive (e.g. “Biodegradable” must completely break down and return to nature in reasonably short period of time; “Recyclable” must be able to be collected and reused)
  • FTC has been reworking their Green Guides for several years, held 3 workshops in 2008 (1st focused on carbon offsets and RECs, 2nd focused on green packaging claims, 3rd on buildings and textiles)
  • Expects new Green Guides to be released in 2010

Q&A – Excellent session – starting at around the 45-minute mark, covering some of the following topics:

  • Supplier verification
  • Paper choices

I hope you enjoy the webinar!

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4 thoughts on “Report from Target Marketing “Green Marketing Without Greenwashing” Webinar

  1. Thanks for the great post. I sell underwater lights that use LED and compact fluorescent light sources so I am trying to play up the ‘Green’ side of my products. I try to keep my claims truthfull and factual. The only problem is that I rely on the manufacturers for the information.

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  4. This is a great article! There is definitely some very useful and valuable information in here that I will be keeping for my future resources. Thanks for sharing such a great article!

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