Overview

Amazon requires all sellers making environmental or "green" marketing claims to comply with federal, state, and local regulations governing such claims. This policy is designed to ensure that buyers receive accurate, trustworthy information about products marketed as environmentally friendly, and it carries real consequences for sellers who make misleading or unsubstantiated claims on their product listings.

Key Points / What Sellers Need to Know

• All environmental claims must comply with federal and state law - Sellers are responsible for ensuring that any green marketing language on product packaging and detail pages meets FTC guidelines and applicable state regulations.
• Broad, vague claims are discouraged - Terms like "eco-friendly," "environmentally friendly," or "green" without specific qualification are considered problematic under FTC guidance and should be avoided.
• Claims must be specific and substantiated - Instead of general language, sellers should use precise statements such as "made from 20% recycled materials" with clear, prominently displayed qualifications.
• Compostable and biodegradable claims face strict rules - Products labeled as compostable or biodegradable must meet specific ASTM standards, and certain states like Washington have additional restrictions on these claims for plastic products.
• Amazon may require proof of compliance - Sellers of plastic and bioplastic products making environmental claims may be asked to provide documentation proving their products meet applicable standards.

FTC Green Guides: Core Requirements

The Federal Trade Commission's Guides for the Use of Environmental Marketing Claims, commonly known as the Green Guides, serve as the primary federal framework for environmental marketing. These guidelines require that all environmental claims be specific, substantiated, and not misleading to consumers. Sellers should avoid overstating the environmental benefits of their products and must clearly distinguish between claims about the product itself, its packaging, and associated services. For example, if only the packaging is biodegradable, the claim should specify that rather than implying the entire product is biodegradable. Comparative environmental claims must also clearly convey the basis for any comparison being made.