Clear, truthful advertising has never been more important
Prepare Now and Stay Ahead of the Curve
Understand the Regulations that Apply to You
While deciphering regulations might seem tedious to most, we at Softly thrive on it. We specialize in the Green Guides and are here to help you identify which rules apply specifically to your business. We break down complex information into easy-to-digest insights so you can safeguard your business from non-compliance, litigation, and reputational risks.
Changes Are Coming… Are You Ready?
The Green Guides haven’t seen an update since 2012. With a public comment period concluding in 2023, we expect the revised guides to drop any day now. When they do, Softly will be on top of it, providing you with everything you need to stay compliant and mitigate risk.
The Risk Is Real
Class action lawsuits related to green claims have skyrocketed—up 300% in the past year alone —and businesses are already facing billions in fines and legal fees. New regulations historically bring increased enforcement. We anticipate the FTC will ramp up scrutiny on greenwashing once the new guidelines are published. Now is the time to ensure your business is fully prepared.
How to Reduce Your Risk
What companies think their green claims mean and what consumers understand can differ significantly. This is why it’s crucial to grasp not only the regulations but also the case law surrounding specific claims. Softly consolidates all this information for you—regulations, case law, third-party validations, and competitive benchmarking—so you can make sustainability claims with confidence, protect your business, and secure a strategic market advantage.
★★★★★
"Softly saved us hours of research and analysis! All sustainability focused businesses should lean on their expertise!"
- Barry Cik, CEO and Technical Director, Naturepedic
★★★★★
“Softly is an expert in risk reduction and sustainability solutions. Their collaborative approach surpassed all expectations.”
- Roi L. Ewell – Principal, Ewell Associates
★★★★★
“Keeping up with regulations and terminology in our industry as it relates to sustainability can be tough, but Softly makes it easier. They research and break down relevant rules and case precedents, helping us evaluate how we are marketing our products, now and in the future."
- Andrew Martin, Technical Manager, U.S. Lubricants
The Softly Advantage
Find the Blind Spots
Identify and Reduce Risk
Uncover Market Gaps
Navigate New Regulations
Blog
How Protect Your Reputation from Greenwashing Using Sustainability Certifications
With greenwashing regulations under construction, making green claims can be risky. However, supporting these claims with data-backed evidence and third-party validation can help them hold up in court. Third-party certifications can provide a backbone to simple and sometimes misused terms like carbon neutral, natural, or recyclable. The recent dismissal of the Evian Water case demonstrates the importance of giving consumers accurate information and tools to evaluate whether sustainable attributes are worth the premium price.
Transparent is the New Green: Risks of Greenwashing
Greenwashing is more than just a cover-up; it is any misleading practice of making false green claims. Greenwashing has many shades, and each of these practices carries potential risks.
EPR Laws: What is Your Responsibility?
New Extended Producer Responsibility (EPR) laws are changing how waste management costs are handled and shifting the financial burden from consumers and municipalities to producers. This legislation requires companies to take responsibility for the entire life cycle of their products. EPR laws are growing in the United States and Europe, covering various product categories, including electronics and textiles. Companies need to know when and how to comply with these new regulations.