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The FTC has decided to review its decades-old environmental marketing guidelines after noticing a proliferation in the marketplace of companies claiming to be “green.”
The guidelines, originally set to be reviewed in 2009, will likely be revised this year, writes Brandweek. The FTC held a forum reviewing green practices on Jan. 8; the next forum, held April 30, will address green product packaging.
In the meantime, marketers should be crystal clear about the environmental benefits they are touting. Marketing claims, whether “expressed or implied, should be backed up with reliable evidence,” says Hampton Newsome, an FTC attorney who moderated the green practices forum.
According to a 2007 Cone Consumer Environmental Survey, 91 percent of adults surveyed said they have a positive view of green companies, and 85 percent said they are willing to take their business elsewhere when companies don’t act responsibly.
But an over-abundance of environmental initiatives could lead to a backlash, says Jon Entine, a corporate responsibility consultant and adjunct fellow at the American Enterprise Institute for Public Policy Research.
Clear Channel’s operating results for the first quarter were flat, reflecting a continued weak demand for radio advertising. Outdoor advertising performed better than radio in the quarter for the second quarter in a row, with revenue gains of 12 percent.…
Among the near-constant doom and gloom reporting about the newspaper industry, every now and then comes a story that points out how smaller, community newspapers are bucking the trend.
Small town newspapers are faring better than most of their regional…
Busy moms apparently aren’t willing to waste their “me time” watching television commercials.
According to new research from MindShare that focused on American mothers, reading, surfing the web and watching television were the top me-time - or personal down-time -…
Ryan Seacrest is in talks with CNN to replace Larry King, according to sources close to Seacrest.
The source, however, also says, “I don’t think it’s going to happen,” writes Fishbowl LA.
Seacrest is currently host of E! News, American Idol…
Editors at Hachette’s digital operation will do well to have their digital skill sets firmly behind them. The company has reportedly chopped 15 editorial jobs from a staff of about 100 in its digital operation; those positions will eventually be…
Most CMOs with more than 10 years of experience describe themselves as “extremely loyal” to specific brands, according to a survey of marketing officers at Fortune 100 companies conducted by LoyalTV.com, a video sharing website.
92 percent of CMOs with…
