Journal of Food Law & Policy Volume 7 Number 1 Article 6 2011 Greenwashing the Organic Label: Abusive Green Marketing in an Increasingly Eco-Friendly Marketplace Greg Northen Follow this and additional works at: https://scholarworks.uark.edu/jflp Part of the Administrative Law Commons, Agency Commons, Consumer Protection Law Commons, Food and Drug Law Commons, Legislation Commons, Litigation Commons, and the Marketing Law Commons Recommended Citation Northen, G. (2021). Greenwashing the Organic Label: Abusive Green Marketing in an Increasingly Eco- Friendly Marketplace. Journal of Food Law & Policy, 7(1). Retrieved from https://scholarworks.uark.edu/ jflp/vol7/iss1/6 This Article is brought to you for free and open access by ScholarWorks@UARK. It has been accepted for inclusion in Journal of Food Law & Policy by an authorized editor of ScholarWorks@UARK. For more information, please contact
[email protected]. GREENWASHING THE ORGANIC LABEL: ABUSIVE GREEN MARKETING IN AN INCREASINGLY ECO-FRIENDLY MARKETPLACE Greg Northen* I. INTRODUCTION .................................... ....... 102 II. GREENWASHING IN TODAY'S MARKETPLACE.. ............... 105 A. Growing Consumer Awareness of Corporate Greenwash .......... 108 B. The 2010 Green Guide Update - Is It Enough?.... ...... 110 1. Increased Governmental Awareness .. ............... 112 2. The Green Guides' Current Update ....... ........ 114 a. Proposed Additions to Currently Regulated Claims 115 b. Proposed Regulations for New Claims ................... 116 c. Claims Not Included in the Updated Guides......... 117 C. The CaliforniaApproach to Green Guide Enforcement ........... 119 D. A Friendly Warning to Corporate Greenwashers: Eco-fraud Litigation ................................ 121 III. GREENWASHING'S SPILLOVER EFFECT: OVERUSING "ORGANIC" IN TODAY'S FOOD INDUSTRY... ............................ 123 A. The National Organic Program ............. .......... 124 B. And What About "Natural?" .................