If you have been following the news - you've probably heard that the FTC is stepping up its plans to update green marketing claims.  It's really about time, considering it was last updated in 1998.

The rules are changing for marketing green, or so I hear. Earlier this year, the FTC held the first of a series of public meetings to examine carbon offsets and renewable energy certificates that claim to reduce greenhouse gas emissions in one place to offset emissions elsewhere.

Last month, April 30, the FTC held their meeting on green packaging claims. What does all this mean?

To one lobbyist with whom I spoke, it means that there will be a lot of meetings, but few changes. Time will tell. Yet, even though some age-old standards are in place for green marketing and advertising, have the rules really changed? 

Not really. The rules are the same, and if you follow the rules you won't have to worry about these regulations when marketing green.

If you spend time being authentic and genuine in your communications and interactions with consumers, you're one step closer to understanding the rules of green and LOHAS marketing.

It reminds me of a recent speech I heard about being a leader. Do you know what they emphasized? Authenticity.

If you are selling certificates to pay for projects to reduce greenhouse gases, ensure that is exactly what is happening. Third-party auditing can help consumers feel a little more confident when giving you their extra dollars for this purpose.

Be as transparent as you can in your environmental (green) advertising and green marketing claims and you'll see very little backlash.

And if you need to charge a premium on utility bills to give money to projects to reduce greenhouse gases (though I am not convinced it is needed), explain why. I, like many consumers, may wonder why your company cannot believe in something enough to put your own money to good use and support these causes.

Make sure you are positioned to attract the green and LOHAS consumers and take our new quiz at our site.

Remember, green isn't just about issues such as recycling; it also connects with your health and the health of the environment. Here's to malady-free green and LOHAS marketing and communications success!

Colette Chandler is an expert in consumer health and environmental trends and the president of The Marketing Insider, a marketing and communications consulting firm that teaches companies how to profit from consumer trends and understand the consumers who influence them.

Learn about the media training services she offers, including her Walk the Media Tightrope audio program, or the study her firm conducted on attitudes of green and health-conscious consumers at www.marketing-insider.com . She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.