Avoiding Greenwashing: How to Frame Your Green Marketing Claim
Recorded On: 10/07/2024
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Even seemingly harmless environmental and sustainability claims can violate advertising and marketing regulations, prompting claims of “greenwashing” from customers or stakeholders. Some even lead to government enforcement and consumer litigation. Learn how to evaluate various environmental and sustainability advertising claims, how to spot and resolve risks of greenwashing, and how to ensure companies can properly formulate marketing claims. Cap off the session with a hands-on exercise where teams will dissect and reframe a hypothetical “greenwashed” claim before reporting a compliant claim to the business leads. Only the team with the most robust claim will walk away with a prize, but every attendee will walk away with practical skills to avoid greenwashing.
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Vincent Gonzales
Senior Environmental Counsel
Southern California Gas Company / Sempra Energy
Vincent M. Gonzales is Senior Environmental Counsel for Southern California Gas Company, a Sempra Energy Utility. He provides environmental legal advice to the Company, focusing on climate change, air quality, water quality, hazardous materials, and site remediation issues, among others.
Previously, Mr. Gonzales was in-house counsel for Atlantic Richfield Company (ARCO), once operating as BP America. In addition to environmental law, Mr. Gonzales provided legal advice to the ARCO companies in the areas of commercial law, real estate law, and maritime law. Before ARCO, he was a corporate and banking associate for O'Melveny & Myers in downtown Los Angeles (DTLA).
Mr. Gonzales was a recent member of the International Board of Directors of the Association of Corporate Counsel (ACC) where he chaired ACC’s Energy Network, Environmental & Sustainability Network, and Council of Networks. He was a member of the Board of Directors of the Southern California Chapter of the ACC, as well as its former President.
Mr. Gonzales is currently on the Board of Directors of Asian Americans Advancing Justice Southern California, serving as its Secretary and as a member of its Governance Committee. He is a lifetime member and former president of the Philippine American Bar Association. He serves on the Executive Committee (past Chair) of the Environmental Law Section of the Los Angeles County Bar Association. He is a former member of the Board of Directors of the Los Angeles Division of the Anti-Defamation League and is a founding member and past President of the Filipino-American Lawyers of Orange County.
Mr. Gonzales is a graduate of the University of Southern California Gould School of Law where he served as a staff member and Publication Editor of the Southern California Law Review. He received a B.A. from Haverford College, majoring in Philosophy, and a M.A. in Philosophy from the University of California, San Diego. He works in DTLA and resides in Orange County, California with his wife and two children. His hobbies include skiing, snowboarding, golf, basketball, and dancing with his wife.

Erin Ickes
Legal and Compliance Officer
American Textile Co.
Experienced attorney with a demonstrated history of working in the legal industry. Skilled professional with strengths in Employment Law, HR, Negotiation, Contracts, Commercial Disputes, Real Property, and Due Diligence. Passionate about mentoring, leading by example, and continuing to learn and develop.

Molly Stark
General Counsel & Secretary
Rainforest Alliance, Inc.
https://www.linkedin.com/in/molly-stark-9b3141b/

Allyn Stern
Principal
Beveridge & Diamond PC
Allyn believes that environmental compliance makes good business sense and knows that businesses are in a unique position to drive change.
As a former EPA Regional Counsel with 30 years of agency experience, Allyn joined Beveridge & Diamond in 2019, bringing her government expertise to the private sector. She is dedicated to helping businesses develop proactive environmental compliance strategies, navigate governmental regulations, and negotiate with agencies to develop reasonable and implementable solutions to enforcement matters. Whether the matter involves air, water, or waste regulation, Superfund cleanup, reuse and recycling, or disaster preparedness, Allyn’s diverse experience serves as a guiding authority on environmental compliance and government regulations.
Allyn serves clients in a wide variety of sectors, including government, energy infrastructure, technology, transportation, and product manufacturing.
Federal and State Environmental Enforcement
As EPA Regional Counsel, Allyn was the senior executive responsible for advising career staff and political appointees on litigation strategy, enforcement approaches, and decision making to implement all the laws under EPA authority. Her work also influenced national decision making, particularly on enforcement matters, Superfund, and Clean Water Act litigation and policy. Allyn supports clients through federal and state investigations and works well with government regulators to get the best outcomes for her clients in enforcement matters.
Plastics and Packaging
Allyn advises companies on the ever-expanding universe of laws relating to plastics and packaging, including Extended Producer Responsibility (EPR), single-use plastics, recycling definitions, minimum recycled content requirements, and issues relating to advanced recycling.
Green Marketing
With increased public scrutiny of environmental claims, Allyn helps companies ensure that their marketing messages follow Federal Trade Commission guidelines (“Green Guides”) and relevant state consumer protection laws. Allyn formerly managed EPA’s press team in San Francisco and understands how to align a company’s message with its mission without overstating a claim or facing accusations of “greenwashing.”
Allyn co-chairs B&D's Environmental group and Textiles and Fashion group, and is the former co-chair of the firm’s Water group. She lived in San Francisco for 25 years and now resides in the Pacific Northwest. Allyn is an avid reader and book collector who previously owned a successful bookstore.
Education
- Indiana University (B.A., 1983)
- George Washington University (J.D., 1987)
Bar Admissions
Court Admissions
- U.S. District Court – Western District of Washington
- Washington Supreme Court
Professional Affiliations
- Co-Chair, National Association of Women Lawyers, Environmental and Energy Law Affinity Group
- Former Co-Chair, American Bar Association, Waste & Resource Recovery Committee
- Adjunct Professor, Seattle University
- Former Adjunct Professor, University of California, Hastings School of Law
Honors & Awards
- Chambers and Partners – USA, Band 4 in Environmental Law (2024)
- The Best Lawyers in America©, a Best Lawyers® publication, recognition in Environmental Law (2024-2025)
- The Legal 500, recognition in Environmental Regulatory Law (2023-2024)
- Lawdragon Green 500: Leaders in Environmental Law (2023, 2024)