Description:

“Green marketing” continues to be an industry buzzword (or buzz phrase). But what does it mean, really? How can companies promote the sustainability benefits of polyurethane without running into a “greenwashing” problem? And what can companies do together to highlight the benefits of polyurethane through their trade associations?

CPI’s Green Marketing Law within Polyurethanes course answers these and other questions about promoting the sustainability benefits of polyurethane. With a focus on how FTC’s Green Guides apply to polyurethane and products that contain polyurethane, you will learn the basic rules of the road to spot and avoid “greenwashing.”

Original Date and Time:

  • November 8, 2016 | 10:00- 11:30 am ET          

How to Purchase?

Who Should Purchase?

  • This course is designed to offer an introductory but comprehensive review valuable to everyone, whether product stewards, marketing and branding professionals, or regulatory, technical, and legal staff.

Fees: 

  • Members of CPI - $199.00
  • Non-members - $249.00

» To purchase the on-demand webinar click here

Benefits:

  • The course will help you to be more effective in communicating the sustainability benefits of polyurethanes, to better understand compliance obligations, and to improve pre-market substantiation of claims.
  • The course will also help trade association staff and member company representative’s design and implement a more effective overall sustainability strategy that builds on use of sustainability standards and certifications.

Goal:

  • To offer an introductory but comprehensive review valuable to everyone on how your company can promote the sustainability benefits of polyurethane without running into a “greenwashing” problem.

Instructor:

  • Karyn M. Schmidt is Senior Director at the American Chemistry Council (ACC) focusing on Health, Products, and Science Policy. Ms. Schmidt has provided wide-ranging legal counsel to product-specific chemical and plastics groups facing legislative, regulatory, litigation, and private sector challenges and opportunities. Her legal portfolio included defense of state and local legislative chemical ban proposals and California Proposition 65 litigation. She has supported chemical and plastics groups on complex federal legislative and regulatory matters including TSCA reporting requirements, data call ins, and proposed regulatory actions. Ms. Schmidt has supported groups on several major voluntary programs efforts including EPA’s High Production Volume Challenge Program; Voluntary Children’s Chemical Evaluation Program, and OSHA Alliances. 

    In ACC’s Regulatory and Technical Affairs Division, Ms. Schmidt is focusing on TSCA regulatory issues at the federal level, including implementation of the Lautenberg Chemical Safety Act; policy work on California programs; and emerging endocrine science and policy issues. 

    Before joining ACC in 2000, Ms. Schmidt was in private practice in Charleston, West Virginia, where her work included chemical regulatory matters and environmental and commercial litigation. Ms. Schmidt received her J.D. from the College of William and Mary, Marshall-Wythe School of Law in 1991, and her B.S. from James Madison University in 1988 magna cum laude with distinction. 

Outline: 

Green Marketing in the World of Polyurethanes:

  • Advertising and Marketing Law 101
    • Green Marketing – a subset of Advertising & Marketing
    • Political vs. commercial speech and why it matters
    • Regulation by government (state and federal level)
    • Regulation by the private sector – suits/NAD challenges by competitors, customers

  • What’s a claim?
  • What’s the difference between a direct and indirect/implied claim?
  • What’s claims substantiation?
  • Types of claims
  • Amount and type of substantiation needed
  • When substantiation needs to be completed
  • Performance Claims, generally
  • Comparative and Superiority Claims, generally
  • Types of substantive claims, examples and discussion:
    • General Environmental Benefit Claims
    • Specific Environmental Benefit Claims
    • Energy savings
    • R value (insulating power)
    • Atmospheric claims (carbon reduction / GHG / ozone claims (e.g., blowing agents))
    • Certifications and Seals of Approval
    • End of life /disposition claims
    • Content claims
    • Health claims Free-of claims Non-toxic claims Allergen/sensitization
    • Other performance claims

  • EPDs, Certifications
  • Making compliant claims collectively as a trade association
  • Options when a competing trade association makes unsupported/untruthful/deceptive claims about your association’s product
  • Related /overlapping issues
  • Spokespersons and testimonials
  • Social media
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Certification:

  • CPI has become an American Institute of Architects (AIA) CES approved provider for webinars.

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