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How to Make Advertising Claims That Consumers Will Trust: A Marketers' Guide to the FTC Green Guides

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Led by Jacquie Ottman, green marketing pioneer and author, and Becky Griffith of the National Advertising Division (NAD), the industry self-regulatory group, this webinar brings marketers up to speed on the latest guidance from the Federal Trade Commission about how to create communications that can drive consumers to your sustainable products and initiatives while helping companies avoid accusations of greenwashing, and challenges from competitors and the FTC.

Learn about the many potential risks of being perceived as a greenwasher, discover case studies across a range of consumer and B2B product categories, and understand the latest guidance from the FTC about how to use terms such as ‘carbon offsets’, ‘biodegradable’, and ‘compostable.’

What you will learn:

  • Learn practical strategies for making credible green marketing claims capable of supporting your brand positioning
  • Learn from actual case studies across a range of consumer and B2B product categories how to avoid greenwashing
  • Learn the latest guidance from the FTC about how to use terms such as 'carbon offsets', 'biodegradable', and 'compostable'
  • Learn about the many potential risks of being perceived as a greenwasher

Resources Discussed in this Webinar:

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