Philadelphia associate Mark Hammond discussed the Federal Trade Commission’s “Green Guides” – a body of regulations pertaining to how the FTC interprets various environmental advertising and marketing practices before an audience of more than 500 conference attendees at the FFTA’s 2010 Annual Forum in Las Vegas. Over the last few years, the number of products marketed using environmentally themed or “green” advertising has exploded, and the opportunities and risks for printers and converters making green marketing claims over the next two years are magnified. Mark, a member of the Environment and Energy Practice Group, discussed a wide range of topics, including what the “Green Guides” are, how “green” claims are regulated by the FTC and potential legal liability for marketing claims on products – and more importantly, how to avoid those pitfalls.