For the first time since 1998, the Federal Trade Commission has released updated environmental marketing guidelines. The FTC Green Guides lay down parameters for the types of environmental claims companies can make about their products. The Green Guides were developed to provide further clarity for shoppers, but how do the new Green Guides compare to real consumer expectations? WDYSF takes a look, comparing the new guidelines with the 2012 Cone Green Gap Trend Tracker, which measured consumer expectations of companies making environmental claims.

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