An Advertiser's Guide to Green Marketing
ANA Advertiser
September 2009
In a two-part series, the article summarizes the key developments in the "green marketing arena" and provides guidance for businesses on making truthful, non-misleading, and substantiated green claims while staying within the parameters of the Federal Trade Commission's general advertising principles. The article discusses the standards and four general principles of green marketing, as well as the types of advertising claims addressed by the current green guides.