Heads up: The feds are cracking down on green advertising claims that can’t be backed up with scientific data. Words to reconsider now include: “biodegradable,”  “degradable” or even “sustainable.”

The Federal Trade Commission (FTC) just filed three complaints against Kmart Corp., Tender Corp. and Dyna-E International for making false claims that their paper products were “biodegradable.” The claims are false, the FTC says, because the companies don’t have any data to justify the claim.

Problem: For something to be biodegradable, it has to quickly and completely decompose on its own.

Products that are typically disposed of in solid waste landfills, incinerators or recycling facilities cannot qualify as “biodegradable,” according to FTC rules, because the processing involved prevents the products from quickly decomposing.

FTC cops took action against biodegradable labels on:

• Kmart’s American Fare brand of disposable plates
• Tender’s Fresh Bath-brand moist wipes, and
• Dyna-E International’s Lightload brand of compressed dry towels.

Kmart and Tender have agreed to settle their cases with the FTC and come up with plans to re-label or re-package their products. Dyna-E has decided to fight the FTC in federal court.

Meanwhile, with the mushrooming of green marketing claims, the FTC says it will update its 1992 guidelines for making environmental marketing claims. The agency’s taking a close look at consumers’ understanding of green marketing claims, including “sustainable” and “carbon neutral.”

To review the FTC’s current green marketing rules, click here.

Tags: biodegradable, Dyna-E, Federal Trade Commission, Kmart, sustainable, Tender