Among the most significant advantages, not to mention selling points, of spray foam is its ability to significantly cut down on a building’s energy requirements. Additionally, the foam itself can be made with renewable content. Both of those environmentally conscious aspects of the material are highly touted throughout the SPF industry to prospective homeowners and business owners. While it’s important to communicate these benefits to consumers, it’s also important to ensure the message is specific and valid.
The Federal Trade Commission (FTC) has addressed these matters for not just the spray foam industry, but every industry that is making or can make environmentally geared marketing claims. In October 2012, the FTC issued a revised edition of their “Green Guides,” which are guidelines to educate marketers about how to make claims regarding the environmentally friendly qualities or benefits of a product or service. The FTC hopes the Guides will give marketers a tool to help ensure any claims they make about their product’s environmental impact are both accurate and substantiated. The following is a summary of sections of the Green Guides relevant to marketing in the spray foam industry.