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Ad Groups Tell FTC To Go Slow On Green Marketing Guidelines

Advertising trade associations are asking the Federal Trade Commission to take its time and hold more workshops (it held its first workshop last month) before making any changes to its green marketing guides, Broadcasting & Cable reports.

The American Association of Advertising Agencies, the American Advertising Federation, and the Association of National Advertisers, argue that the FTC should not rush to judgment because existing guidelines on truth and accuracy in environmental claims are already effective; self-regulation already “ensures that environmental claims are not deceptive and must be substantiated; changes could cause confusion that could chill “valuable advertising messages;” and there is scientific uncertainty about how to characterize certain claims.

The groups want another workshop to provide further guidance.

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