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Prepare Now and Stay Ahead of the Curve 

The Federal Trade Commission (FTC) oversees environmental marketing claims and publishes the Green Guides to help businesses avoid misleading consumers. These guides are instrumental in setting legal precedents in greenwashing cases, making it vital for businesses like yours to fully understand their impact.

Understand the Regulations that Apply to You

While deciphering regulations might seem tedious to most, we at Softly thrive on it. We specialize in the Green Guides and are here to help you identify which rules apply specifically to your business. We break down complex information into easy-to-digest insights so you can safeguard your business from non-compliance, litigation, and reputational risks.

Changes Are Coming… Are You Ready?

The Green Guides haven’t seen an update since 2012. With a public comment period concluding in 2023, we expect the revised guides to drop any day now. When they do, Softly will be on top of it, providing you with everything you need to stay compliant and mitigate risk.

The Risk Is Real

Class action lawsuits related to green claims have skyrocketed—up 300% in the past year alone —and businesses are already facing billions in fines and legal fees. New regulations historically bring increased enforcement. We anticipate the FTC will ramp up scrutiny on greenwashing once the new guidelines are published. Now is the time to ensure your business is fully prepared.

How to Reduce Your Risk

What companies think their green claims mean and what consumers understand can differ significantly. This is why it’s crucial to grasp not only the regulations but also the case law surrounding specific claims. Softly consolidates all this information for you—regulations, case law, third-party validations, and competitive benchmarking—so you can make sustainability claims with confidence, protect your business, and secure a strategic market advantage.

The Softly Advantage

Find the Blind Spots

Identify and Reduce Risk

Uncover Market Gaps

Navigate New Regulations

Blog

Green Imagery – Is it Worth the Risk?

Green Imagery – Is it Worth the Risk?

Around the world, companies have been criticized for greenwashing by using deceptive green imagery and vague language on their labels. US consumers are filing class action lawsuits against this practice in rising numbers. Class action lawsuits have risen over 300% in the past six months alone.

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The New Trend of Greenhushing

The New Trend of Greenhushing

As a business, staying quiet is not the answer; consumers want transparency! Greenwashing has made increasingly environmentally conscious consumers wary of buying products marketed as eco-friendly. Companies want to promote the sustainability of their products but are worried about being perceived as greenwashing. This crossroads has led to greenhushing—the practice under-communicating sustainability practices. 

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Red, White and RISK:  How to Safely Claim your Product is Made in the USA

Red, White and RISK: How to Safely Claim your Product is Made in the USA

Most consumers want to buy American-made products and are willing to pay a higher price. Companies have started to follow this patriotic marketing trend, but it has led to fraudulent claims. The Federal Trade Commission (FTC) has strict rules regarding Made in the USA labels and enforces these rules to ensure fair competition in the marketplace. The FTC’s labeling rules provide important protections for small businesses, helping them to safeguard their products and services from imitators. 

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