Businesses Yearn to be Green but Need to Ensure They Can Truly Make this Claim

Los Angeles, Calif. – Being a “green business” is a big buzzword as more consumers are looking to be healthier and better to the Earth. But with the upcoming Earth Day on April 22, not all businesses are truly green, even though they make claims to it.

“Greenwashing” or false advertising claims about being eco-friendly will be prosecuted by the Federal Trade Commission, denied a trademark with the U.S. Patent & Trademark Office and challenged by the National Advertising Division of the Better Business Bureau.

“In recent years, businesses have increasingly used ‘green’ marketing to capture consumers’ attention and move Americans toward a more environmentally friendly future,” said FTC Chairman Jon Leibowitz. “But what companies think green claims mean and what consumers really understand are sometimes two different things.”

Before a company pours money into sales and marketing efforts, it is advised to get an accomplished trademark attorney to make sure product claims can be backed up with scientific data. A good trademark attorney will research, register, and protect a business’ trademark rights and ensure its claims to being green and environmentally friendly are valid.

“The U.S. Patent and Trademark Office has thousands of trademark applications with the word green in it,” said Los Angeles trademark attorney Anthony Spotora of Spotora & Associates. “You want your trademark to be original, as well as any tag line or line of products you’re creating.”

Last year, the FTC issued a warning to 78 companies, including Target, Wal-Mart, and Kmart that were selling “bamboo” eco conscious products that actually turned out to be rayon textiles. Rayon is a manmade fiber from plant and tree cellulose, but in the process of making it harsh chemicals are used that release air pollution.

“Deceptive labels and advertising to appeal to the green consumer is not something to be taken lightly,” Spotora said. “Make it a point to check out the FTC’s Green Guides before you embark on product development.”

Consulting a trademark attorney can save a business time and money. The Law Offices of Spotora & Associates represents clients’ trademark, intellectual, and business rights throughout Los Angeles, the U.S., and abroad. They have extensive experience in trademark law and have helped companies from start-ups to multinational corporations with all their business needs. Their senior-level counsel is also well versed in product launches, development, and business plans.

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This entry was posted on Friday, May 20th, 2011 at 6:53 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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