California Gov. Pete Wilson, as expected, has signed legislation that puts his state under the green advertising regulations developed by the Federal Trade Commission in 1992. California was the final state to accept the national standard; its stringent 1990 environmental law had been challenged in the courts by the American Advertising Federation, Association of National Advertisers and American Association of Advertising Agencies.
"This is a major victory for advertisers," said ANA Exec VP Dan Jaffe. "It will allow advertisers to truthfully advertise environmental qualities of their products nationally rather than having to have multiple advertisements because of differing rules."