JVC Really Wants Your Input on the FTC’s ‘Green Guides’
The guides, which monitor B2B and B2C environmental marketing claims, are up for revision for the first time in more than a decade.
The guides govern environmental marketing claims, both business-to-business and direct-to-consumer.
They consider regulatory compliance: how companies demonstrate the principles behind claims, how claims about products, services or manufacturing processes may be interpreted, and how jewelry marketers and companies qualify claims to avoid deception.
Because the FTC is reviewing the guides for first time in more than a decade, JVC CEO and General Counsel Tiffany Stevens said it is “absolutely essential” every sector of the watch and jewelry industries share their input on the terminology up for review.
This includes how terms like “recycled,” “sustainable,” and “eco-friendly” are used in marketing products, packaging, services, and manufacturing processes.
For businesses and manufacturing facilities promoting carbon offsets to the public, terms such as “carbon-neutral,” “carbon-negative,” and “net zero” are on the table for review.
JVC also wants members of the jewelry industry to weigh in on the word “organic,” which often is used to describe gemstones such as pearl, coral, jet, amber, and ammolite.
“Jewelry and watches are just one industry that will be commenting, as these definitions apply broadly across industries, and our responses must be strong and unified to both get the attention of the FTC and set the tone of the revision process at this essential beginning stage,” Stevens said.
“That will ensure the greatest chance to succeed at the ultimate goal, informing and protecting the U.S. consumer.”
The FTC announced last December it would be reviewing its Green Guides, initially setting a deadline of Feb. 21 for public comment. It since has extended the deadline by 60 days, to April 24.
JVC created a public comment form specifically for members of the watch and jewelry industries to weigh in on the guides.
It is available on the JVC website.
The organization is accepting rolling comments on its form through March 10.
“Having completed previous FTC guide reviews, JVC’s expertise in bringing industry knowledge to the table is essential for the Green Guides revision process,” JVC Deputy General Counsel Sara Yood said.
“JVC’s legal compliance experts will shepherd the jewelry and watch industries through the revision process, both by gathering feedback from the industry and drafting comments based on the FTC’s requests.”
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