The trend in green marketing has advanced so quickly that it becomes difficult to evaluate the claims of products that say they are biodegradable, carbon neutral, or made from sustainable materials. In recognition of rapidly expanding consumer interest, the Federal Trade Commission has announced that it will quickly re-evaluate its guides for green designations in marketing, last updated in 1998, to determine whether they need to be expanded.

More than half of the 2,007 respondents in a shopper survey by BBMG, a branding agency, said they were looking for certification seals on green claims to feel confident about their purchases. But for consumers trying to balance their interests between consumption and the environment, the pros and cons of green fashion are complex, and will undoubtedly be getting simpler any time soon.

For more, please go to: http://www.nytimes.com/2007/12/13/fashion/13green.html?_r=1&8dpc&oref=slogin