{"id":1313,"date":"2014-11-21T08:00:40","date_gmt":"2014-11-21T13:00:40","guid":{"rendered":"https:\/\/www.ulprospector.com\/knowledge\/?p=1313"},"modified":"2014-12-02T16:34:14","modified_gmt":"2014-12-02T21:34:14","slug":"pc-certified-green-claims","status":"publish","type":"post","link":"https:\/\/ulprospector.ul.com\/1313\/pc-certified-green-claims\/","title":{"rendered":"Certified Green Claims Increase Value & Brand Recognition in Coatings"},"content":{"rendered":"

\"GreenCoatingsSM\"Whether coatings are sold directly to consumers or business to business, UL\u2019s study: Under the Lens: Claiming Green \u2013 The influence of green product claims on purchase intent and brand perception<\/a> reveals that legitimate third-party, certified green claims contribute to the attractiveness of a product and command a higher price because of enhanced brand perception. The survey results are noteworthy, as 70% of Americans say they\u2019re searching for greener products, and 67% of business decision makers indicate sustainability is an important factor when making decisions for their organizations.<\/p>\n

Avoiding Misleading Claims<\/h4>\n

However, many manufacturers misrepresent their products by claiming they are green for the purposes of enhancing sales. In 2012, the Federal Trade Commission revised its Green Guides, the agency\u2019s core set of guidelines to help marketers avoid making misleading environmental claims. The Guides are now more specific and prescriptive, making it easier for the FTC to prosecute \u201cgreenwashers.\u201d Accordingly, if a green claim is considered to be deceptive in the eyes of the FTC, there is both a financial and a legal risk.<\/p>\n

To minimize risk, compliance with FTC regulations is a minimum requirement. Based on their findings, the authors offer guidelines for general understanding of product claims within three categories:<\/p>\n

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  1. Legitimate claims<\/strong>. These first-party claims use clear, specific language that can be substantiated. In other words, these claims meet the FTC eye test for credibility, but the information is not certified by an independent third party.<\/li>\n
  2. Certified claims<\/strong>. These claims have been substantiated by an independent third party. In recent years, several certifiers have begun to offer eco-labels under different classifications, such as validations, verifications, and certifications.<\/li>\n
  3. Problematic claims<\/strong>. These first-party claims do not appear to meet the standards set by the FTC in the revised Green Guides. They\u2019re the \u201cgreenwashers\u201d in the study.<\/li>\n<\/ol>\n

    The Case for Certified Claims<\/h4>\n

    Survey results indicate that 54% of consumers and businesses prefer certified claims over legitimate or problematic claims.<\/p>\n