WASHINGTON — The Federal Trade Commission Wednesday released proposed updates for its green marketing guidelines that will impact how recycled materials and fabric made from bamboo and other natural fibers are marketed and labeled.
The agency has stepped up its scrutiny of green claims as the movement gained in popularity. The “Green Guides” are aimed to help companies avoid running afoul of the FTC with claims the agency considers false or misleading. The FTC can slap companies with cease-and-desist orders that ultimately result in fines if ignored.
Although any green claim made about a textile or apparel item must comply with the guidelines, claims that textile products are “eco-friendly” or “recycled” are of particular relevance, said James Kohm, director of the enforcement division of the Bureau of Consumer Protection within the FTC.
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Textile manufacturers and sellers “would have to be able to make specific qualifications that tell consumers why they are eco-friendly,” Kohm said. The same explanation would also be required for claims that garments were made from recycled materials or that they were biodegradable, he said.
The FTC has stepped up scrutiny of textile claims. Last year, the agency charged four companies with deceptive labeling for failing to accurately describe bamboo textiles as rayon, pointing out that the extensive chemical processing required to turn bamboo into a soft fabric makes it a man-made fiber and strips it of its so-called eco-friendly properties. The case was settled in October, but the FTC followed up with a warning letter to retailers like Wal-Mart Stores Inc., Target Corp. and Saks Inc. to review their advertising policies regarding eco-friendly fabrics.
The FTC asked for comments on its proposed changes from the business community, consumers and environmental groups by Dec. 10. The agency said it will work over the next year to finalize the guidelines.
“We expect that the result of this process will be guides that offer our members a predictable way to discuss their sustainability and environmental initiatives with their customers,” said Steven Lamar, executive vice president of the American Apparel & Footwear Association.