The circular economy. Sustainability. Single-use plastics bans. Marine litter. Microplastics. Climate change. These are only some of the issues driving the demand for more “environmentally friendly” products. In recent years, we have seen a surge in product and raw material innovations designed to improve environmental performance, and companies around the world are pledging to take action to reduce their environmental impact. These product developments and business commitments encourage marketers to differentiate their offerings and operations by making claims that highlight environmental enhancements or benefits.
The uptick in environmental marketing claims is generating increased attention from class action lawyers and regulators, and false advertising claims are one of the fastest-growing areas of litigation in the U.S. Click here, for a more detailed review of some of the federal, state, local and global developments that advertisers should consider when crafting environmental marketing campaigns.