FTC in new look at 'recycled' claims

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The Federal Trade Commission more broadly defined when advertisers can use the term "recyclable" and "recycled content" in describing products, but it also added new caveats and conditions to their use in ad copy. In a new version of its Environmental Marketing Guide, FTC makes clear that "recyclable" now can describe the reuse, reconditioning and remanufacturing of products or parts in other products and not just recycling of raw materials. The words "recycled content" now can describe products that have been reused, reconditioned or remanufactured though marketers must say which of the three applies. FTC made clear that its definition applies to marketing services as well as products and also applies to Web advertising.

Copyright April 1998, Crain Communications Inc.

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