Showing posts with label factual. Show all posts
Showing posts with label factual. Show all posts

New FTC Green Guidelines for Marketers

In October 2012 the Federal Trade Commission’s (FTC) updated its Green Guides for marketers. The original draft of the updated guidelines were released in 2010. The changes that should be noted pertains to the FTC's interpretation of general environmental benefits, more specifically claims that a product is “eco friendly” or “green,”

There are at least two salient points to be made here. The first is that the FTC now requires proof of any stated environmental benefit and the second is what it calls “environmental tradeoffs.” The replacement employed in the greener offering must indeed be green. The net effect is that companies will have to work harder to prove the claims they make. The FTC also has new powers to act against those who contravene these guidelines.

These Green Guides will be used by the National Advertising Division (NAD), the advertising industry’s self-regulatory body, to settle disputes. NAD is charged with monitoring and evaluating truth and accuracy in national advertising. The new guidelines also give competitors more ammunition to take action to confront deceptive claims.

At the end of the day these guidelines fight greenwash and make it easier for consumers to get the truth from marketers. While this does entail more effort to prove green claims it should cleanup the marketing space and  enhance consumer trust.

To see the FTC's new Green Guides click here (pdf).



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Fossil Fuels and Staying Within the 2 Degree Limit

The UK−based Carbon Tracker Initiative estimates that oil, coal and gas companies have five times as much carbon in their reserves as is safe to burn. If burned, our planet would heat up at by at least 5 to 6 degrees Celsius, well beyond the 2 degrees Celsius limit agreed to by the international community in 2009. As Bill McKibben explained, we can only burn 565 gigatons more carbon before going over the UN-sanctioned 2 degree upper limit for warming. The 2 degree concept was central to the "IPCC Second Assessment: Climate Change 1995" published by the International Panel on Climate Change. In 2002, the United Nations Framework Convention on Climate Change (UNFCCC), incorporated the concept as the focus of its formal Framework Convention policy:

"ARTICLE 2. OBJECTIVE. stabilization of greenhouse gas concentrations in the atmosphere at a level that would prevent dangerous anthropogenic interference with the climate system. Such a level should be achieved within a time-frame sufficient to allow ecosystems to adapt naturally to climate change, to ensure that food production is not threatened and to enable economic development to proceed in a sustainable manner."

Small changes in the average temperature of the planet can translate to large and potentially dangerous shifts in climate and weather.

Limiting the average global surface temperature increase of 2°C over the pre-industrial average has, since the 1990s, been commonly regarded as an adequate means of avoiding dangerous climate change, in science and policy making. However, the temperature rise is already close to 1.4°C, and many believe a temperature rise of 4°C by 2060 is a likely outcome of a business as usual approach. given the record to date of inaction on climate, economic realities, and short window of time remaining for limiting the average surface temperature rise to 2°C or even 3°C. A 4°C rise would likely be an unstable state, leading to further increases in following decades regardless of mitigation measures that may be taken.

We must collectively understand that to avoid the most dangerous tipping points, fossil fuels must remain underground. At least one study indicates that we are nearing dangerous tipping points that will spell disaster.

© 2012, Richard Matthews. All rights reserved.

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