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LONDON - The Better Cotton initiative is urging the US Federal Trade Commission (FTC) to be flexible in its review of its 'Green Guides' which aim to help companies avoid making misleading environmental claims to consumers

Better Cotton welcomes the FTC’s proposal to establish a common framework through which US companies can communicate their sustainability efforts in a credible, verifiable and accurate manner.

But it said that making this too restrictive could lead to companies going quiet on their environmental efforts - 'greenhushing' - which would prevent consumers from making more sustainable purchasing decisions.

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