When Making Green Marketing Claims, Tread Carefully

This article was originally published in Hardwood Floors. 

The popularity of eco-friendly products touches nearly every part of the U.S. economy, and the hardwood flooring industry is certainly no exception. Consider Americans’ keen interest in alternative flooring products such as those made of cork or bamboo, or the rising demand for traditional flooring products certified by the FSC (Forest Stewardship Council). Likewise, consumers these days are far more receptive to the environmental drawbacks of carpet: A generation ago, few people other than scientists knew about VOCs (volatile organic compounds), but today some Americans are concerned about the possibility that their living room rugs are harboring allergens and releasing dangerous compounds.

Thanks to the green movement, the hardwood flooring industry is constantly playing both defense and offense on the environment. Companies are under the gun to highlight whatever eco-friendly qualities their products might possess, and they feel the need to compare their own products against various alternatives available in the marketplace. As the hardwood flooring industry engages in these green marketing efforts, though, it must carefully consider the risks associated with doing so. In today’s regulatory environment, even seemingly modest claims can carry legal risks. Indeed, in recent years the Federal Trade Commission (FTC) has been more closely scrutinizing marketers’ green claims under the FTC Act, which gives regulators the mandate to ferret out unfair, deceptive or unsubstantiated environmental claims.

Read the full article here to learn more about green guides, certifications and seals in the hardwood flooring industry.