December 22, 2014

Florida Law

Beware of 'Green' Services, Products

Greenwashing: With no legal definition, claims of being 'green' don't necessarily have to be true -- yet.

Art Levy | 5/1/2009

Sensing demand for environmentally friendly products, the nation’s retailers have unleashed a barrage of green — from green banks and green power plants to green detergents and green garbage hauling. Legally speaking, however, the term “green” has yet to be officially defined. Nicole Kibert, an attorney at Carlton Fields in Tampa, equates “green” to “organic” of 10 years ago, before the Food and Drug Administration specified what constitutes organic. “The problem with the word green,” Kibert says, “is it’s just really generic.”

[Image: iStock]
Green standards may be on the way. The Federal Trade Commission is revising its standards pertaining to environmental marketing.

Gaida Zirkelbach, a technology and business attorney with Gunster in West Palm Beach, is already giving her clients a heads-up. She’s advising them that before promoting a product as environmentally friendly they need to be able to demonstrate that the claim is true. Zirkelbach thinks enforcement actions are imminent.

 “My guess is that the FTC, once these rules are implemented, will want to make examples of some companies.”
— Attorney Gaida Zirkelbach
In Florida, neither the Attorney General’s office nor the state Department of Agriculture and Consumer Services has received enough complaints to warrant any action, but the threat of “greenwashing” — claiming a product is environmentally friendly when it really isn’t — is prompting the FTC to act. Citing a study by the National Marketing Institute, Zirkelbach says consumer spending based on environmental concerns totals $230 billion a year. Another report, by TerraChoice Environmental Marketing, concluded that more than 99% of the 1,753 green advertisements it studied were either false, vague, unproven or misleading.

Brian W. Warwick, a consumer attorney based at The Villages community in central Florida, says existing truth-in-advertising laws encompass false green claims, adding that it’s difficult to show harm to consumers in such cases.

Judging by how long it took the Food and Drug Administration to define “organic” and how long it’s still taking the FDA to define “natural,” Warwick says he doesn’t expect a quick definition of “green.”

“The only way it will be regulated,” Warwick says, “is if it becomes important enough to enough people.”

Tags: Politics & Law, Environment, Government/Politics & Law

Digital Access

Add digital to your current subscription, purchase a single ditgital issue, or start a new subscription to Florida Trend.

An overview of the features and articles in this month's issue of Florida Trend.


Florida Business News

Florida Trend Video Pick

Terms of Use Privacy Policy  Indian Rocks Beach Post Office Celebrates 100 Years
Terms of Use Privacy Policy  Indian Rocks Beach Post Office Celebrates 100 Years

It cost a penny to mail a postcard when the Indian Rocks Post Office opened 100 years ago in December 1914 on a mainland dirt road leading to a ferry in the “Narrows.” 

Earlier Videos | Viewpoints@FloridaTrend

Ballot Box

How do you feel about the historic decision to remodel US-Cuba relations?

  • Well, it's about time!
  • I'm cautiously optimistic...
  • I'm skeptical about this at best...
  • Not in favor at all: Keep the embargo strong!

See Results

Ballot Box