In this audio clip from the "Green Marketing Without Greenwashing—How to legally and ethically back up your environmental claims" Webinar, Scot Case, vice president, TerraChoice, discusses how to avoid greenwashing and sell green legitimately. He provides a clear defininition of what greenwashing is: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

Case also explains the "Seven Sins of Greenwashing," a list compiled by TerraChoice summarizing all of the recommendations from the FTC, Canadian Competition Bureau and others. The "Seven Sins of Greenwashing" include the:

• Sin of Fibbing

• Sin of No Proof

• Sin of Irrelevance

• Sin of the Hidden Trade-Off

• Sin of Vagueness

• Sin of Lesser of Two Evils

• Worshipping false labels

The "Green Marketing Without Greenwashing" Webinar was sponsored by NewPage Corp. and presented by Target Marketing and Printing Impressions magazines. Also taking part in the Webinar were Ben Grossman of Grossman Marketing Group; Randi W. Singer, litigation partner, Weil, Gotshal & Manges; and Rick Merdan, marketing strategy manager – Environmental, NewPage Corp.

Among the topics to be discussed were:

• the FTC’s regulations on environmental marketing claims, called the Green Guides;

• the implications of making unethical green marketing statements; and

• supporting claims with fact-based and/or third-party verifications.

To register and listen to the full Webinar on demand, click here.

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