Clear, truthful advertising has never been more important
Prepare Now and Stay Ahead of the Curve
Understand the Regulations that Apply to You
While deciphering regulations might seem tedious to most, we at Softly thrive on it. We specialize in the Green Guides and are here to help you identify which rules apply specifically to your business. We break down complex information into easy-to-digest insights so you can safeguard your business from non-compliance, litigation, and reputational risks.
Changes Are Coming… Are You Ready?
The Green Guides haven’t seen an update since 2012. With a public comment period concluding in 2023, we expect the revised guides to drop any day now. When they do, Softly will be on top of it, providing you with everything you need to stay compliant and mitigate risk.
The Risk Is Real
Class action lawsuits related to green claims have skyrocketed—up 300% in the past year alone —and businesses are already facing billions in fines and legal fees. New regulations historically bring increased enforcement. We anticipate the FTC will ramp up scrutiny on greenwashing once the new guidelines are published. Now is the time to ensure your business is fully prepared.
How to Reduce Your Risk
What companies think their green claims mean and what consumers understand can differ significantly. This is why it’s crucial to grasp not only the regulations but also the case law surrounding specific claims. Softly consolidates all this information for you—regulations, case law, third-party validations, and competitive benchmarking—so you can make sustainability claims with confidence, protect your business, and secure a strategic market advantage.
★★★★★
"Softly saved us hours of research and analysis! All sustainability focused businesses should lean on their expertise!"
- Barry Cik, CEO and Technical Director, Naturepedic
★★★★★
“Softly is an expert in risk reduction and sustainability solutions. Their collaborative approach surpassed all expectations.”
- Roi L. Ewell – Principal, Ewell Associates
★★★★★
“Keeping up with regulations and terminology in our industry as it relates to sustainability can be tough, but Softly makes it easier. They research and break down relevant rules and case precedents, helping us evaluate how we are marketing our products, now and in the future."
- Andrew Martin, Technical Manager, U.S. Lubricants
The Softly Advantage
Find the Blind Spots
Identify and Reduce Risk
Uncover Market Gaps
Navigate New Regulations
Blog
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Red, White and Sued: The Rise in Made in the USA Lawsuits
A surge in patriotism and increased tariffs have led consumers to seek out more products made in the United States. At the same time, law firms are interpreting Trump’s reelection as a signal to pursue fraudulent “Made in USA” claims more aggressively.
The FDA Redefines “Healthy” – What Your Brand Needs to Know
The FDA’s revised definition of “healthy” presents an exciting opportunity for your food product to showcase its nutritional benefits with a “healthy” claim. This updated guideline shifts the focus from individual nutrients to entire healthy food groups, highlighting the importance of a balanced diet. Moreover, beneficial fats are now recognized as part of this claim, while strict new limits on sugar promote healthier choices.