The FTC’s Green Guides, last updated in 2012, remain the federal foundation for environmental advertising claims. They address recyclability, recycled content, compostability, renewable energy, carbon offsets, certifications, broad environmental-benefit claims, and more. They also contain one of the most useful lessons in advertising law: broad claims such as “green” and “eco-friendly” can communicate far more than an advertiser intended and therefore require far more substantiation than the advertiser may possess.

The problem is that environmental marketing has changed dramatically since 2012. National (and international) advertisers have evolved to using green-oriented claims such as “sustainable,” “net zero,” “carbon neutral,” “climate positive,” and carbon offsets, which are all claims that the 2012 Green Guides do not address. While the FTC opened a Green Guides review in December 2022, as of fall 2026 no update has issued, and the existing 2012 guides remain the federal framework. Some industry watchers even speculate that this administration will never issue an update to the 2012 guides.

Continue Reading FTC Green Guides Aren’t Enough: Navigating State Greenwashing Laws

AI agents are beginning to do more than recommend products. Increasingly, they can search for products, compare prices, and complete purchases on a consumer’s behalf—a model often called “agentic commerce.” For companies offering subscriptions and other automatically renewing products, this raises new issues when AI agents, rather than consumers, sign up for the subscription.

Existing automatic renewal laws assume that a consumer will interact directly with a merchant’s website or app, review the renewal disclosures, and agree to the renewal terms. Agentic commerce, by contrast, involves AI agents acting on a consumer’s behalf to search for, evaluate, and purchase goods or services, often without a human ever seeing those terms. For example: a consumer could instruct an agent to “find a streaming service with live sports for under $20 a month and sign me up.’”

Payment networks and technology companies are already building infrastructure for these transactions and have developed tools that allow consumers to authorize agents to make purchases within set parameters, such as spending limits and authorization rules.

These tools are designed in part to help merchants confirm that an AI agent has authority to make a purchase.

Continue Reading Agentic Commerce and Subscription: New Challenges for Automatic Renewal Compliance – A Fast VAST Update

Mark your calendars! Venable’s 13th Advertising Law Symposium will take place on March 18, 2027, in Washington, DC.

As we begin planning this year’s program, we want to hear from you. The advertising and marketing landscape continues to evolve, and we want to make sure the symposium addresses the issues, trends, and challenges that matter most to you and your business.

Continue Reading Save the Date: Venable’s 13th Advertising Law Symposium

Last month, a federal court in California denied Live Nation and Ticketmaster’s motion to dismiss a Federal Trade Commission (FTC) lawsuit challenging several aspects of their ticketing practices, including their display of mandatory fees.

The FTC, joined by seven states, alleges that Ticketmaster advertised ticket prices that excluded mandatory fees, which were disclosed later in the purchase process and could raise the total cost by as much as 44%. The court concluded that the FTC plausibly alleged deception under Section 5 even though consumers saw the total price before completing their purchases. The lawsuit also includes claims concerning Ticketmaster’s alleged circumvention of ticket purchase limits and its dealings with ticket brokers, including claims under the Better Online Ticket Sales (BOTS) Act. The court allowed those claims to proceed as well.

Continue Reading Court Allows FTC Drip Pricing Lawsuit Against Ticketmaster to Proceed

Last month, the Federal Trade Commission (FTC) and the Washington state attorney general announced a settlement under which Amway Corporation, a multilevel marketing (MLM) company, and affiliated recruiting companies World Wide Group, LLC and Leadership Team Development, Inc., will pay $225 million in consumer redress—the largest monetary relief obtained by the FTC in an MLM case to date.

The case highlights the FTC’s continued focus on alleged deception involving money-making opportunities as well as its partnership with states to obtain monetary relief that the FTC could not otherwise obtain on its own. The injunctive relief serves as notice of what the FTC expects of other MLM companies. 

Continue Reading $225 Million Amway Settlement Targets MLM Earnings and Recruiting Claims

Sometimes advertising is like real estate, where the three most important things are: location, location, location. In advertising, it is often: context, context, context. And never more so than with puffery.

Two recent National Advertising Division (NAD) decisions provide a useful reminder that what an advertiser puts around superlative claims—that is, the context—is key to determining whether the claims are mere puffery or require substantiation. In advertising law, puffery generally refers to exaggerated or subjective claims that consumers would not reasonably understand as objectively provable.

The two decisions also show how easily context can change the meaning of a claim. Ratings, reviews, or measurable product attributes can turn what looks like harmless boasting on its own into a claim that requires substantiation.

Continue Reading NAD Puffery Decisions Show Why Advertising Context Matters

Companies may spend significant time and resources carefully drafting their online terms and conditions, but those terms will not do much good if consumers are not adequately put on notice of them. A recent Ninth Circuit decision provides another reminder that courts will look closely not only at what an online disclosure says but also at how and where it appears.

In Schlueter-Beckner v. SimpliSafe, Inc., consumers filed a putative class action relating to their purchases of SimpliSafe home security systems and monitoring services. SimpliSafe moved to compel arbitration based on its online Terms of Sale and Terms of Service. Consumers encountered those terms at two different points—when purchasing the hardware and when later enrolling in a trial of SimpliSafe’s alarm-monitoring services.

Continue Reading Online Terms and Conditions: Why Presentation Matters

California has joined New York in regulating the use of AI-generated human performers in advertising. Gov. Gavin Newsom signed Senate Bill 1050, which requires advertisers to clearly and conspicuously disclose when an advertisement prominently features a “synthetic performer.”

The law applies broadly to audio, video, audiovisual, and digital advertisements disseminated through virtually any medium, including online platforms, where the communication is intended or reasonably expected to induce the purchase of goods or services.

Continue Reading California Enacts AI Advertising Disclosure Requirement for Synthetic Performers

The Federal Trade Commission’s Bureau of Consumer Protection (BCP) has announced a new program that gives businesses and industry groups a new way to seek guidance about ambiguities in FTC rules.

How the FTC Rule Guidance Program Works

Under the new BCP Rule Guidance Program, interested stakeholders can submit questions identifying a “genuine ambiguity” in an FTC rule, a substantive conflict between an FTC rule and another statute or rule, or another significant issue with a Commission rule. If BCP concludes that the issue warrants guidance, staff may issue a response that will be made publicly available.

This could be a useful development for businesses confronting FTC rules that leave important compliance questions unanswered. Rather than waiting for an enforcement action to learn how staff interprets an ambiguous provision, businesses and industry groups now have a mechanism for putting the issue directly before BCP.

Continue Reading New FTC Rule Guidance Program Offers Businesses Answers—and Risks

The decision reaches beyond competitor false advertising claims, with potentially significant implications for FDA, FTC, state consumer protection, and other regulatory enforcement.

Executive Summary

The Tenth Circuit’s decision in KetoNatural Pet Foods, Inc. v. Hill’s Pet Nutrition, Inc. may ultimately be remembered less for what it says about pet food than for what it says about hyperlinks.

For years, many companies operated under an informal assumption—sometimes referred to as the “two-click rule”—that they could avoid liability for third-party claims so long as those claims appeared on another website that consumers had to navigate to independently. The Tenth Circuit has substantially undermined that assumption. The court held that a company’s own commercial speech may include third-party content that it intentionally incorporates through hyperlinks and curated references when those materials function as part of the company’s promotional message.

Continue Reading Tenth Circuit Rejects the “Two-Click” Safe Harbor: Hyperlinks and Third-Party Content May Create Advertising and Regulatory Liability