When you see a product advertised as “sustainable” or “natural,” what exactly does that mean? The Federal Trade Commission (FTC) is on a mission to clear things up.

The FTC has issued its first formal revision to the Green Guides since 1998, which has many marketers playing catch-up. Companies ranging from mom-and-pop shops to Fortune 500s need to ensure their advertising is kosher.

According to a document published today by the FTC, “These guides set forth the Federal Trade Commission’s current views about environmental claims. The guides help marketers avoid making environmental marketing claims that are unfair or deceptive under Section 5 of the FTC Act, 15 U.S.C. § 45.”

For an excellent summary of the Green Guides, CLICK HERE. A must-read for marketing professionals and business owners.