# 16 C.F.R. § 260.2 (2026): Interpretation and substantiation of environmental marketing claims

> Federal · Regulations · In force

URL: https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_2

## Section

- **Citation:** 16 C.F.R. § 260.2 (2026)
- **Heading:** Interpretation and substantiation of environmental marketing claims
- **Jurisdiction:** Federal
- **Kind:** Regulations
- **Status:** In force
- **Text as of:** August 14, 2026
- **Source:** Compiled text
- **Location:** Title 16 CFR: Commercial Practices / Chapter I: FEDERAL TRADE COMMISSION / Part 260: GUIDES FOR THE USE OF ENVIRONMENTAL MARKETING CLAIMS / § 260.2: § 260.2   Interpretation and substantiation of environmental marketing claims.

## Text

Section 5 of the FTC Act prohibits deceptive acts and practices in or affecting commerce. A representation, omission, or practice is deceptive if it is likely to mislead consumers acting reasonably under the circumstances and is material to consumers' decisions.
See
FTC Policy Statement on Deception, 103 FTC 174 (1983). To determine if an advertisement is deceptive, marketers must identify all express and implied claims that the advertisement reasonably conveys. Marketers must ensure that all reasonable interpretations of their claims are truthful, not misleading, and supported by a reasonable basis before they make the claims.
See
FTC Policy Statement Regarding Advertising Substantiation, 104 FTC 839 (1984). In the context of environmental marketing claims, a reasonable basis often requires competent and reliable scientific evidence. Such evidence consists of tests, analyses, research, or studies that have been conducted and evaluated in an objective manner by qualified persons and are generally accepted in the profession to yield accurate and reliable results. Such evidence should be sufficient in quality and quantity based on standards generally accepted in the relevant scientific fields, when considered in light of the entire body of relevant and reliable scientific evidence, to substantiate that each of the marketing claims is true.

## Nearby sections

- [16 C.F.R. § 260.1 (2026) § 260.1   Purpose, scope, and structure of the guides.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_1.md)
- [16 C.F.R. § 260.2 (2026) § 260.2   Interpretation and substantiation of environmental marketing claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_2.md)
- [16 C.F.R. § 260.3 (2026) § 260.3   General principles.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_3.md)
- [16 C.F.R. § 260.4 (2026) § 260.4   General environmental benefit claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_4.md)
- [16 C.F.R. § 260.5 (2026) § 260.5   Carbon offsets.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_5.md)
- [16 C.F.R. § 260.6 (2026) § 260.6   Certifications and seals of approval.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_6.md)
- [16 C.F.R. § 260.7 (2026) § 260.7   Compostable Claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_7.md)
- [16 C.F.R. § 260.8 (2026) § 260.8   Degradable claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_8.md)
- [16 C.F.R. § 260.9 (2026) § 260.9   Free-of claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_9.md)
- [16 C.F.R. § 260.10 (2026) § 260.10   Non-toxic claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_10.md)
- [16 C.F.R. § 260.11 (2026) § 260.11   Ozone-safe and ozone-friendly claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_11.md)
- [16 C.F.R. § 260.12 (2026) § 260.12   Recyclable claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_12.md)
- [16 C.F.R. § 260.13 (2026) § 260.13   Recycled content claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_13.md)
- [16 C.F.R. § 260.14 (2026) § 260.14   Refillable claims.](https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_14.md)

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Source: Frix Law Library, https://www.frixlaw.com/law-library/statutes/CFR_T16_P260_S260_2. Check the current official text before relying on it. Not legal advice.