Antitrust Law Daily Wrap Up, ADVERTISING NEWS: FTC seeks comments on planned study of environmental marketing claims, (Sep 19, 2014)

By Linda O’Brien, J.D., LL.M.

The FTC is seeking comments on a planned study to examine consumer perception of environmental marketing claims. The FTC could use the results of the study to propose revisions to its Green Guides, which outline general principles that apply to all environmental marketing claims and provide guidance regarding specific categories of such claims.

The agency published a second Federal Register notice today, asking for public comments on its proposed research before requesting Office of Management and Budget (OMB) review of, and clearance for, the collection of information. The FTC plans to conduct Internet-based consumer research to explore consumer perceptions of certain environmental marketing claims to enhance the Commission’s understanding of how consumers interpret claims, such as “organic” and “pre-consumer recycled content.” The proposed study will compare participant responses regarding the meaning of such environmental marketing claims across different product variations, according to the notice.

Comments must be received on or before October 20, 2014. Interested parties may file a comment online at https://ftcpublic.commentworks.com/ftc/organicstudypra2. Comments in paper form, labeled “Green Marketing Consumer Perception Study, Project No. P954501,” can also be delivered to: Federal Trade Commission, Office of the Secretary, Suite CC-5610 (Annex J), 600 Pennsylvania Avenue, NW, Washington, DC 20580.

News: Advertising ConsumerProtection FederalTradeCommissionNews