FTC Green Guides
Guidance rather than a standalone rule, but enforced: chemically regenerated bamboo viscose may not be sold as 'bamboo' in the US — it is rayon or lyocell made from bamboo. Unqualified 'eco-friendly' and 'green' fail here too. The 2022 revision is still unfinished.
Who must act
Anyone marketing to US consumers, including importers and non-US brands selling into the US.
What it requires
Guidance on how the FTC applies the prohibition on deceptive advertising to environmental claims. Covers general benefit claims, degradable, compostable, recyclable, recycled content, free-of, non-toxic, and — directly relevant here — textile fibre naming.
What you must do
Two items matter most for material buyers. First, avoid unqualified general benefit claims such as ‘eco-friendly’ or ‘green’; the FTC treats them as implying an unsupportable breadth of benefit. Second, do not label chemically regenerated bamboo viscose as ‘bamboo’ — the FTC has brought enforcement actions on exactly this point. The correct designation is rayon or lyocell made from bamboo.
Penalties
Civil penalties per violation under the FTC Act, plus corrective advertising orders.