FTC: ‘Green’ paint claims deceptive

That paint you bought for your home’s interior because the label as well as advertising led you to believe it contained no harmful volatile organic compounds? The claims could have been a big lie, the Federal Trade Commission said July 11.

Four paint companies have agreed to settlements with the FTC over charges that they deceptively promoted products as emission-free or containing zero volatile organic compounds.

Some promotions also made explicit safety claims regarding babies, children, pregnant women, and other sensitive populations, the FTC said Tuesday.

However, the FTC alleged, the companies had no evidence to support these claims.

The four companies, Benjamin Moore & Co. Inc.; ICP Construction Inc.; YOLO Colorhouse LLC; and Imperial Paints LLC have agreed to orders that would bar them from making unqualified emission-free and VOC-free claims unless, at all times during application and after, both content in and emissions from their paints are actually zero, or emissions are at “trace levels,” as defined in the orders.

The settlements also prohibit the companies from making other unsubstantiated health and environmental claims, and ensure that two of the companies disclose that seals appearing in their promotional materials are their own designations.

VOCs are carbon-containing compounds that easily evaporate at room temperatures. All paints emit chemicals during the painting process and while drying. Some of these chemicals can be harmful to the environment and people, especially to sensitive groups such as babies.