August 26th, 2025
Posted By
Ammad Bajwa

At Treehouse Law, we are committed to protecting California consumers from deceptive advertising practices, especially when companies make false or misleading environmental claims. The Federal Trade Commission’s (FTC) Green Guides provide critical guidelines for businesses making “green” or eco-friendly claims, and our law firm leverages these standards, alongside California’s robust consumer protection laws, to hold companies accountable for misleading marketing. If you’ve been misled by false environmental claims, our experienced legal team is here to help you seek justice.

What Are the FTC Green Guides?

The FTC Green Guides, formally known as the Guides for the Use of Environmental Marketing Claims, are a set of federal guidelines designed to ensure that environmental marketing claims are truthful, substantiated, and not misleading to consumers. Updated periodically, with the latest revisions in 2012 and ongoing reviews as of 2025, the Green Guides help consumers keep businesses accountable regarding deceptive practices when advertising products in a manner that deceptively touts its ‘green’ qualities, such as claims that the products are, for example, “biodegradable”, “eco-friendly,” “sustainable,” or “carbon-neutral.”

Key principles of the Green Guides include:

  • Truthfulness and Substantiation: Environmental claims must be supported by competent and reliable scientific evidence.
  • Clarity and Specificity: Claims like “eco-friendly” or “sustainable” must be clear, specific, and not overly broad or vague.
  • Avoiding Misleading Qualifications: Companies must disclose any significant limitations or conditions that affect the validity of their environmental claims.
  • Specific Guidelines for Common Claims: The Green Guides address terms like “recyclable,” “biodegradable,” “carbon-neutral,” and “organic,” setting strict standards for their use.

While the Green Guides are not legally binding on their own, they serve as a framework for the FTC to enforce federal laws against deceptive advertising under Section 5 of the FTC Act (15 U.S.C. § 45). In California, these federal standards complement state laws like the False Advertising Law (FAL) (Business & Professions Code § 17500) and the Unfair Competition Law (UCL) (Business & Professions Code § 17200), creating a powerful toolkit to protect consumers from “greenwashing.”

Greenwashing: A Growing Problem for California Consumers

“Greenwashing” occurs when companies exaggerate or fabricate the environmental benefits of their products or services to appeal to eco-conscious consumers. As sustainability becomes a priority for many Californians, greenwashing has become a pervasive issue in industries ranging from fashion and cosmetics to food and technology. Common examples include:

  • Claiming a product is “100% recyclable” when it contains non-recyclable components
  • Labeling a product as “biodegradable” without the product does not break down in real-world conditions
  • Using vague terms like “green” or “eco-friendly” without specific, substantiated benefits
  • Misrepresenting certifications, such as claiming a product is “compostable” without proper certification

These deceptive practices not only mislead consumers but can also lead to financial losses, environmental harm, and eroded trust in sustainable products.

How California Consumer Protection Laws Strengthen Your Case

California’s consumer protection laws provide robust tools to address greenwashing. The FAL prohibits false or misleading advertising, while the UCL addresses unfair or fraudulent business practices, including violations of federal standards like the FTC Green Guides. Additionally, the Consumers Legal Remedies Act (CLRA) (Civil Code § 1750 et seq.) protects consumers from specific deceptive practices, such as misrepresenting a product’s environmental benefits. By combining the FTC Green Guides with California’s state laws, our attorneys build strong cases to hold companies accountable for misleading environmental claims. Whether it’s a single consumer misled by a false “eco-friendly” label or a large group harmed by widespread greenwashing, we are here to fight for justice.

If you’ve purchased a product based on deceptive “green” marketing, Treehouse Law is here to help you seek justice under the FTC Green Guides and California law.