To meet federal guidelines for green marketing, any environmental claim must be backed by reliable scientific evidence that shows a significant environmental benefit and does not mislead consumers, according to Laura Koss, senior attorney in the Federal Trade Commission's Division of Enforcement.

Those guidelines must be followed when marketing e-statements, solar loans and other environmentally-friendly products and services.

"In layman's terms, the statute says: Don't lie; back up your claim," Koss told CU Times.

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Marketing