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PoliticallyInFashion

PoliticallyInFashionPoliticallyInFashionPoliticallyInFashion

EDUCATE. EMPOWER. ENGAGE.

EDUCATE. EMPOWER. ENGAGE. EDUCATE. EMPOWER. ENGAGE.

Green Guides 101

After Letter from PoliticallyInFashion and 40 Fashion Leaders, the FTC Announces Plan to Review the

July 16, 2021 


PoliticallyInFashion and Amendi Applaud the Federal Trade Commission’s 

Announcement to Review the Green Guides.


In May 2021, PoliticallyInFashionand Amendi led a coalition letter to the Federal Trade Commission (FTC) urging them to undertake a comprehensive review of the Green Guides. They were joined by over 40 signers representing outstanding fashion brands, thought leaders and advocacy groups. The Green Guides outline general principles for making environmental marketing claims and how reasonable consumers are likely to interpret these claims. The FTC has just announced they will undertake a review in 2022. 


“The Green Guides have been a valuable resource for brands, marketers, retailers, and consumers since they were first issued in 1992 but they have not been updated since 2012,” said Hilary Jochmans, Founder of PoliticallyInFashion, a community for everyone in fashion to engage in legislative and regulatory issues critical to the industry. “Much has changed in technology and consumer awareness in these past nine years since the Guides were revised. With a new Administration and Congress, the time is right for the FTC to undergo a review of this critical document.”


“We believe that regulation is key to catalyzing real change in the fashion industry.” said Corey Page Spencer, co-founder of AMENDI: a Swedish-American brand that creates traceable and transparent denimwear from certified organic and deadstock materials. “When we joined PoliticallyInFashion in the pursuit to have the Green Guides updated it spoke to exactly who we are as a brand, and what we believe the future of fashion will become: responsible to the earth and humane to people.” 


Consumers increasingly want to align their values with their shopping behavior. Companies who are proud of their efforts to operate in an environmentally responsible manner want to be able to promote their endeavors. But, these statements must be truthful, reasonable, and useful to the average consumer. 

The signers of the letter stand ready to work with the FTC and look forward to a robust debate and discussion amongst all stakeholders – brands, advocacy organizations, scientific and policy experts, and importantly, consumers.  


“As countries around the globe promulgate regulations to prevent greenwashing and promote accurate and transparent environmental claims, we urge the FTC to encourage full participation of businesses and consumers in the US to develop regulations that will be the global gold standard” said Jochmans and Spencer. 


More information on the Green Guides, including the letter to the FTC, can be found at: https://politicallyinfashion.com


A link to the FTC’s announcement be found at: https://www.federalregister.gov/documents/2021/07/02/2021-13724/regulatory-review-schedule

###

Contact:  Hilary F. Jochmans  

   Hilary@PoliticallyInFashion.com  

   @PoliticallyInFashion  


Contact:  Corey Page Spencer

  Corey@AMENDI.com  

  @amendiofficial


40 Brands, Experts and Activists Send Letter to FTC Calling for an Update to theGreen Guides

May 6, 2021 


Federal Trade Commission 

600 Pennsylvania Avenue, NW 

Washington, DC 20580 

Telephone: (202) 326-2222 


Dear Commissioners: 


The Federal Trade Commission (FTC)’s Green Guides have been a valuable resource for brands, marketers, retailers, and consumers since they were first issued in 1996. These Guides, “outline general principles that apply to all environmental marketing claims and provide guidance regarding many specific environmental benefit claims…[and]…explain how reasonable consumers likely interpret each such claim, describe the basic elements necessary to substantiate it, and present options for qualifying it to avoid deception.”[1] For businesses, they provide practical advice and examples on how to accurately and responsibly make environmental claims on products without being deceptive. There is also benefit for consumers who increasingly want to align their values with their shopping behavior. However, the Guides have not been updated since 2012. We write to urge the FTC to undertake a comprehensive review of the Green Guides. 


Much has changed in technology and consumer awareness in these past nine years since the updated Guides were released in 2012. Due to the rise in the use of smartphones to access websites and utilize QR codes when shopping in brick and mortar stores, and a pandemic-fueled increase in online shopping, consumers are accustomed to looking for detailed information on the environmental claims made by the brands they are shopping. The information consumers seek must be truthful, reasonable, and useful to the average consumer. 


In addition to a review of the existing guidance, consideration should be given to examining the use of words such as “sustainability” and “organic” in marketing claims. When the Guides were last reviewed in 2012, the FTC decided not to act in these areas. In the past nine years, there has been an exponential growth in sustainability claims by businesses. But, without guardrails on this term, or data to substantiate these claims, there is risk the term becomes meaningless, or even detrimental to efforts to promote healthy environmental practices. 


The United States is not alone in promulgating rules on fair and safe environmental claims. In the UK, the Advertising Standards Authority (ASA) is tasked with ensuring advertisers do not engage in “greenwashing”, or making unsubstantiated or broad environmental claims. And the European Union is advancing the Sustainable Products Initiative which seeks to improve customer communication on sustainability through mandated labeling and other practices.   


We do not presuppose the outcome of an FTC review. We look forward to a robust debate and discussion amongst all stakeholders - brands, advocacy organizations, scientific and policy experts, and importantly, consumers.  

With a new Administration and Congress, the time is right for the FTC to undertake a comprehensive review of the Green Guides with the full participation of businesses and consumers. 


We, the undersigned, stand ready to work with you on this timely and critical undertaking. 


Sincerely, 


Amendi * ASKET * TIDAL * Reformation * Jewelers Vigilance Committee * The Conservatory, Founder, Brian Bolke * Mimi Prober * Wearable Collections * Secteur 6, Amit Hooda, Co-founder and CEO * Senza Tempo Fashion, Kristen Fanarakis, Founder * Hudson Hemp/Our Treaty * Thousand Fell * The New Standard Institute * The OR Foundation * Fashion Revolution, Founder, Orsola de 

Castro * Conscious Fashion Campaign * PoliticallyInFashion* Circular Services Group * Sustainable Brooklyn * Fashion Mingle * The Center for the Advancement of Garment Making, Founder, Caroline Priebe * Fashion Engineering LLC * Swap Society * Chicago Fair Trade * The co-lab * New York University Stern School of Business Social Impact and Sustainability 

Association (SISA) * Elizabeth Cline, Journalist and Author * Dana Thomas, Journalist and Author * Liz Segran, Journalist and Author * Nick Wooster, Fashion Consultant * Thomasine Dolan Dow, Independent Sustainability Consultant * Flora Gil, Design Consultant * Tabea Soriano, Sustainability and 

Strategy Consultant * Malinda Salter, Salter Textile Consulting * Garik Himebaugh, Founder, Eco-Stylist.com * Haley Lieberman, CEO and Founder, Shop Tomorrows * Eleanor Turner, Founder, The Big Favorite * Aditi Mayer, Journalist and Activist 

    

[1] https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-issuesrevisedgreenguides/greenguidesstatement.pdf 

What Are They

They are a resource to help businesses avoid making deceptive environmental claims. The Guides were originally created in 1992 by the Federal Trade Commission (FTC), an agency empowered by federal law to prohibit unfair or deceptive acts in business. They are to assist businesses in making lawful environmental marketing claims and the public in understanding and appreciating these statements. The FTC can bring an enforcement action if they see an environmental claim that is inconsistent with the Guides, unfair and deceptive.  

Who Is Impacted by the Green Guides?

These Guides apply to marketers, manufacturers, auditors, wholesale and retail sellers and is particularly impactful to the fashion industry and are for the benefit of all consumers.  

Why Are the Green Guides Important?

Consumers increasingly want to align their values with their shopping behavior. Companies who are proud of their efforts to operate in an environmentally responsible manner want to be able to promote their endeavors. But, these statements must be truthful, reasonable, and useful to the average consumer. The Green Guides outline a dozen common environmental claims with examples of permissible statements.  

What's Included in the Green Guides?

*General Environmental Benefit Claims *Carbon Offsets *Certification and Seals of Approval  *Compostable *Degradable *Free of Claims *Non-toxic claims *Ozone Safe and Ozone Friendly  *Recyclable *Recycled Content *Renewable Energy Claims *Renewable Materials Claims  

Examples of Environmental Claims Covered in the Green Guides?

Benefit Claims:  

§ Marketers should not make broad, unqualified general environmental benefit claims like "green" or "eco-friendly." Broad claims are difficult to substantiate, if not impossible.  


Recyclable:  

§ Marketers should qualify recyclable claims when recycling facilities are not available to at least 60 percent of the consumers or communities where a product is sold.   

What's NOT Included in the Green Guides?

Sustainability Claims  


Organic/Natural Claims  

What Can YOU Do to Help?

The Green Guides have not been updated since 2012. Much has changed in technology and consumer awareness in these past 9 years. With a new Administration and Congress, the time is right for the FTC to undergo a review of this critical document. 


Contact Hilary@PoliticallyInFashion.com to learn more. 


Businesses should review The Green Guides to see how they work for their companies. Where do they see need for improvement? Should the FTC look at Sustainability, Organic and Natural environmental claims? Has consumer understanding changed perception of claims? Could technology be utilized more effectively to substantiate environmental claims? The industry needs to tell their elected officials what works for their business and their customers. We are here to help you. 


Copyright © 2023 PoliticallyInFashion - All Rights Reserved.


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BREAKING NEWS!!!!

The Federal Trade Commission (FTC) has announced the 1st step to initiate a review of the Green Guides.  

On December 14, the FTC will vote on whether to publish a Federal Register notice commencing a regulatory review of the Guides.  This will be webcast.  Check back here and on Instrgram for information on developments and how you can get involved. 

Learn more