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. They do not confer any rights on any person and do not operate to bind the FTC or the public.
Green Building products and services marketing communications are more educational and brand focused. The marketing cycle stages are the same: audience, investigation, comparison, negotiation, sales and follow up. The Green Building movement has a passion and an involvement which is shaping the industry. The people that are receptive to Green marketing believe that Green products and services are better than others. Consumers select the standard that they believe in: The U.S. Green Building Council, Environmental Protection Agency (EPA) with their product certifications, Department of Energy (DOE) with their Energy Star Certifications and many other organizations are being adopted as trusted brands by the public.