Many businesses in local, national and international markets are starting to see the value of embracing green and sustainable values. This program will explore current U.S. Federal Trade Commission (FTC) green guides, the expanding scope of eco-labels, litigation on environmental marketing claims at the state level and recent FTC enforcement. Faculty will address key updates to prior green guides, new types of green claims, revisions to environmental benefit claims, guidance on the use of certifications and seals, areas where advertisers will have to change their current practices, and practical tips for compliance.