The FTC's Green Guide update comes at a time when interest in the market is at a tipping point. Last week, Advertising Age published an article discussing a shift in public opinion of green products. According to a survey by researchers GfK, the number of consumers willing to pay more for eco-friendly products dropped five to 12 percent, depending on product category. The researchers place this decrease on the exaggerated marketing claims of green products over the years. "You have this kind of heightened distrust," said Diane Crispell, consulting director at GfK. "Consumers have become hypercritical."
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.