[Federal Register Volume 72, Number 227 (Tuesday, November 27, 2007)]
[Proposed Rules]
[Pages 66094-66097]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: E7-23006]



[[Page 66094]]

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FEDERAL TRADE COMMISSION

16 CFR Part 260


Guides for the Use of Environmental Marketing Claims; Carbon 
Offsets and Renewable Energy Certificates; Public Workshop

AGENCY: Federal Trade Commission.

ACTION: Announcement of public workshop; request for public comment.

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SUMMARY: The Federal Trade Commission (``FTC'' or ``Commission'') is 
planning to host a public workshop on January 8, 2008 to examine the 
emerging market for carbon offsets (i.e., greenhouse gas emission 
reduction products) and renewable energy certificates, and related 
advertising claims. The workshop is a component of the Commission's 
regulatory review of the Guides for the Use of Environmental Marketing 
Claims, which is being announced in a separate Federal Register notice 
published concurrently.

DATES: The workshop will be held on Tuesday, January 8, 2008, from 9 
a.m. to 5 p.m. at the FTC's Satellite Building Conference Center, 
located at 601 New Jersey Avenue, NW., Washington, DC. Any written 
comments related to the workshop must be received by January 25, 2008.

ADDRESSES: Registration Information: The workshop is open to the 
public, and there is no fee for attendance. The FTC also plans to make 
this workshop available via a webcast (see http://www.ftc.gov/bcp/workshops/carbonoffsets/index.shtml). For admittance to the Conference 
Center, all attendees will be required to show a valid photo 
identification, such as a driver's license. The FTC will accept pre-
registration for this workshop. Pre-registration is not necessary to 
attend, but is encouraged so that we may better plan this event. To 
pre-register, please e-mail your name and affiliation to 
[email protected]. When you pre-register, we will collect your 
name, affiliation, and your e-mail address. This information will be 
used to estimate how many people will attend. We may use your e-mail 
address to contact you with information about the workshop.
    Under the Freedom of Information Act (``FOIA'') or other laws, we 
may be required to disclose to outside organizations the information 
you provide. For additional information, including routine uses 
permitted by the Privacy Act, see the Commission's Privacy Policy at 
http://www.ftc.gov/ftc/privacy.htm. The FTC Act and other laws the 
Commission administers permit the collection of this contact 
information to consider and use for the above purposes.
    Written and Electronic Comments: The submission of comments is not 
required for attendance at the workshop. If you wish to submit written 
or electronic comments about the topics to be discussed at the 
workshop, such comments must be received by January 25, 2008. Such 
comments may be submitted before or after the workshop at the 
discretion of the commenter. Comments should refer to ``Carbon Offset 
Workshop--Comment, Project No. P074207,'' to facilitate organization of 
comments. A comment filed in paper form should include this reference 
both in the text and on the envelope, and should be mailed or delivered 
to the following address: Federal Trade Commission/Office of the 
Secretary, Room H-135 (Annex O), 600 Pennsylvania Avenue, NW., 
Washington, DC 20580. Comments containing confidential material must be 
filed in paper form; must be clearly labeled ``Confidential;'' and must 
comply with Commission Rule 4.9(c).\1\ The FTC is requesting that any 
comment filed in paper form be sent by courier or overnight service, if 
possible, because postal mail in the Washington area and at the 
Commission is subject to delay due to heightened security precautions.
    Comments filed in electronic form should be submitted by following 
the instructions on the web-based form at http://secure.commentworks.com/ftc-carbonworkshop. To ensure that the 
Commission considers an electronic comment, you must file it on that 
web-based form. You may also visit http://www.regulations.gov to read 
this notice, and may file an electronic comment through that Web site. 
The Commission will consider all comments that http://www.regulations.gov forwards to it.
    The FTC Act and other laws the Commission administers permit the 
collection of public comments to consider and use in this proceeding as 
appropriate. The Commission will consider all timely and responsive 
public comments that it receives, whether filed in paper or electronic 
form. Comments received will be available to the public on the FTC Web 
site, to the extent practicable, at http://www.ftc.gov. As a matter of 
discretion, the FTC makes every effort to remove home contact 
information for individuals from the public comments it receives before 
placing those comments on the FTC Web site. To read our policy on how 
we handle the information you submit--including routine uses permitted 
by the Privacy Act--please review the FTC's privacy policy, at http://www.ftc.gov/ftc/privacy.shtm.
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    \1\ The comment must be accompanied by an explicit request for 
confidential treatment, including the factual and legal basis for 
the request, and must identify the specific portions of the comment 
to be withheld from the public record. The request will be granted 
or denied by the Commission's General Counsel, consistent with 
applicable law and the public interest. See Commission Rule 4.9(c), 
16 CFR 4.9(c).

FOR FURTHER INFORMATION CONTACT: Hampton Newsome, Attorney, 202-326-
2889, Division of Enforcement, Bureau of Consumer Protection, Federal 
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Trade Commission.

SUPPLEMENTARY INFORMATION: 

I. Introduction

    The FTC staff is planning to conduct a one-day workshop on January 
8, 2008 related to the marketing of greenhouse gas reduction credits 
(commonly referred to as ``carbon offsets'') and renewable energy 
certificates (``RECs''). The workshop will focus on consumer protection 
issues in these markets, such as consumer perception of carbon offset 
and REC advertising claims and substantiation for such claims. This 
workshop is one component of the Commission's regulatory review of the 
Guides for the Use of Environmental Marketing Claims (16 CFR Part 260), 
which the FTC is announcing in a separate, concurrent Federal Register 
notice.\2\ The FTC is seeking comment on the issues that will be 
addressed at this workshop. Comments may be submitted before or after 
the workshop provided they are received by January 25, 2008 as 
explained in the ``WRITTEN AND ELECTRONIC COMMENTS'' section of this 
notice.
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    \2\ The Commission reviews all of its rules and guides 
periodically. These reviews seek information about the costs and 
benefits of the Commission's existing rules and guides and their 
regulatory and economic impact. The information obtained during 
these reviews assists the Commission in identifying rules and guides 
that warrant modification or rescission.
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    This notice addresses several issues related to the upcoming 
workshop. It provides background on carbon offsets and RECs. It briefly 
discusses the existing regulatory framework in this area, including the 
FTC's consumer protection authority. In addition, the notice discusses 
consumer protection issues raised by the marketing of offsets and RECs, 
as well as marketing and advertising claims based on the purchase of 
these products. The notice concludes with a short description of 
possible issues for discussion at the workshop and questions for 
comment.

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II. Background

A. Carbon Offsets and RECs

    The market for the sale of carbon offsets in the United States has 
experienced significant growth in the last two years.\3\ The FTC's 
workshop, therefore, will focus primarily on consumer protection issues 
involving the newly-emerging carbon offset market. Because the REC 
market is closely associated with the sale of carbon offsets, the 
workshop also will address REC marketing.\4\ This notice briefly 
describes these products, as well as the current regulatory framework 
in which these activities take place.
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    \3\ See, e.g., Hamilton, Katherine, et al., ``State of the 
Voluntary Carbon Market 2007: Picking Up Steam,'' New Carbon Finance 
and The Ecosystem Marketplace (July 17, 2007) (http://ecosystemmarketplace.com/documents/acrobat/StateoftheVoluntaryCarbonMarket-18July_Final.pdf).
    \4\ RECs are known also as green certificates, green tags, or 
tradable renewable certificates.
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    Carbon Offsets: In general, carbon offsets are credits or 
certificates that represent the right to claim responsibility for 
greenhouse gas emission reductions. For example, a carbon offset 
provider might use offset proceeds to pay for landfill methane 
collection activities or tree planting in an effort to reduce 
greenhouse gasses. In some cases, carbon offset sellers use the 
proceeds to purchase RECs (discussed below). By acquiring these 
greenhouse gas reduction credits, purchasers, including individuals and 
businesses, seek to reduce their ``carbon footprints'' or to make 
themselves ``carbon neutral.'' For example, a consumer who flies across 
the country is ``responsible'' for a percentage of the carbon emitted 
from the fossil fuel burned by the plane. That consumer can purchase a 
certificate that funds activities that purport to reduce carbon 
emissions elsewhere, in quantities equal to all, or a portion, of the 
carbon for which that consumer is ``responsible.'' Additionally, some 
businesses purchase offsets to provide a basis for their advertising 
claims (e.g., ``our coffee is carbon neutral'').
    Renewable Energy Certificates (``RECs''): Generally, retail 
electricity customers can support renewable energy \5\ through one of 
two methods: by purchasing renewable electricity or by purchasing 
renewable energy certificates.\6\ Under the first approach, consumers 
purchase renewable energy through traditional electricity contracts 
with their local utility or power provider, in areas in which such 
energy is sold.\7\ This energy is often more expensive to produce than 
conventional energy; consequently, consumers usually pay a premium.\8\ 
Some generators who cannot sell all of their renewable energy at a 
sufficient premium in their ``home'' market, therefore, may find it 
advantageous to split their output into two products: The electricity 
itself and certificates (RECs) representing the renewable attributes of 
that electricity. Under this second approach, generators sell their 
electricity at market prices applicable to conventionally-produced 
power. Generators then charge for the electricity's renewable attribute 
separately by selling certificates to individuals and business 
purchasers across the country who use them to characterize the 
conventional electricity they buy as renewable.\9\ The REC market, 
therefore, helps renewable energy generators by significantly expanding 
the number of potential renewable energy purchasers, possibly avoiding 
transmission costs associated with traditional contracts, and helping 
to ameliorate supply and demand problems associated with the 
intermittent operation of some renewable energy facilities (e.g., solar 
power facilities).\10\
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    \5\ Renewable energy, such as wind and solar power, is energy 
derived from sources that are constantly replenished. See, e.g., 
http://www.nrel.gov/learning/re_basics.html and http://www.epa.gov/greenpower/whatis/renewableenergy.htm.
    \6\ Some consumers may also have the option of producing their 
own electricity.
    \7\ Electricity generated from renewable sources is physically 
indistinguishable from conventional electricity once it is 
introduced into the power grid. Therefore, it is impossible for 
consumers to determine that the electricity that flows into their 
homes is generated by renewable energy. By purchasing a certain 
amount of renewable electricity through their utility, consumers 
simply buy the right to call the electricity they use ``renewable'' 
and ensure that an equivalent amount of renewable electricity is 
supplied to the power grid.
    \8\ While some generators may be able to sell renewable energy 
at the same price as, or even lower prices than, conventional 
electricity, they nonetheless may be able to charge premium prices--
either through direct sales or the marketing of certificates.
    \9\ The certificate represents a property right in the 
technological and environmental attributes of renewable energy. The 
precise nature of the attributes represented by a REC, however, 
continues to be a matter of discussion. Generally, one REC 
represents the right to describe one megawatt of electricity as 
``renewable.'' Currently, there is no uniform or mandatory 
definition of a REC.
    \10\ See Holt, Ed and Bird, Lori, ``Emerging Markets for 
Renewable Energy Certificates: Opportunities and Challenges,'' 
National Renewable Energy Laboratory (Jan. 2005) at 8-9.
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B. Regulatory Framework

    Offset and REC sales can generally occur in two types of markets: 
(1) Markets that facilitate compliance with regulatory targets (so 
called ``mandatory'' or ``compliance'' markets), and (2) markets 
unrelated to existing regulatory programs (so called ``voluntary'' 
markets).
    RECs currently play a role in mandatory markets. For example, some 
states require certain electricity providers to purchase a minimum 
percentage of their electricity from renewable sources. Purchasing 
renewable energy directly, however, is not always practical. Thus, some 
states allow providers to meet their quotas, usually called ``renewable 
portfolio standards,'' through the purchase of RECs. Although there are 
no current mandatory markets for carbon offsets in the United States, 
there are ongoing efforts at the state level to develop greenhouse gas 
reduction programs that may impact carbon offset sales in the 
future.\11\ Because the sale of RECs to meet regulatory targets already 
involves ongoing state oversight, and there are no current, mandatory 
markets for carbon offsets, the workshop will concentrate on marketing 
in the voluntary market.
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    \11\ See, e.g., Regional Greenhouse Gas Initiative, http://www.rggi.org/.
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    Where offsets and RECs are not generated to meet regulatory 
targets, they are bought and sold in a voluntary market to meet demand. 
In this voluntary market, no federal agency currently has a 
comprehensive environmental regulatory program.\12\ In the absence of 
national regulation, voluntary third-party certification programs have 
arisen, and more are under development, to help reduce inappropriate 
practices and to provide guidance to marketers through the development 
of industry standards.
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    \12\ The Environmental Protection Agency has established the 
Green Power Partnership, a voluntary program to encourage 
organizations in the United States to purchase renewable power 
through RECs and other renewable energy products (http://www.epa.gov/grnpower/).
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    The FTC, however, has an important role to play in combating unfair 
and deceptive practices in this market. In carrying out this mission, 
the Commission enforces the FTC Act, which states that unfair or 
deceptive trade practices are unlawful.\13\ In interpreting the FTC 
Act, the Commission has determined that a representation, omission, or 
practice is deceptive if it is likely to mislead

[[Page 66096]]

consumers acting reasonably in the circumstances and is material.\14\
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    \13\ 15 U.S.C. 45. An act or practice is unfair if the injury it 
causes, or is likely to cause, is substantial, not outweighed by 
other benefits, and not reasonably avoidable. See Section 5(n) of 
the FTC Act, 15 U.S.C. 5(n); see also FTC Policy Statement on 
Unfairness, appended to International Harvester Co., 104 F.T.C. 949, 
1070 (1984) (http://www.ftc.gov/bcp/policystmt/ad-unfair.htm).
    \14\ See FTC Policy Statement on Deception, appended to 
Cliffdale Associates, Inc., 103 F.T.C. 110, 174 (1984) (http://www.ftc.gov/bcp/policystmt/ ad-decept.htm).
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    Under the FTC Act, all marketers making express or implied claims 
about the attributes of their product or service must have a reasonable 
basis for their claims at the time they make them. In the realm of 
environmental advertising, a reasonable basis often requires competent 
and reliable scientific evidence. Such evidence includes tests, 
research, studies, or other evidence, based on the expertise of 
professionals in the relevant area, that have been conducted and 
evaluated in an objective manner by persons qualified to do so, using 
procedures generally accepted in the profession to yield accurate and 
reliable results.
    In exercising its authority under the FTC Act or other statutes, 
the FTC has developed a variety of rules and guides related to energy 
and environmental marketing practices.\15\ One of these, the Guides for 
the Use of Environmental Marketing Claims (``Green Guides''), addresses 
the application of Section 5 of the FTC Act to environmental 
advertising and marketing practices.\16\ The Green Guides provide 
information on consumer interpretation of certain environmental 
marketing claims so that marketers can avoid making false or misleading 
claims. The Guides focus on the way in which consumers understand 
environmental claims and not necessarily the technical or scientific 
definition of various terms.
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    \15\ See Guide Concerning Fuel Economy Advertising for New 
Automobiles (16 CFR part 259), Guides for the Use of Environmental 
Marketing Claims (16 CFR part 260), Appliance Labeling Rule (16 CFR 
part 305), Fuel Rating Rule (16 CFR part 306), Alternative Fuel 
Vehicles Rule (16 CFR part 309), Recycled Oil Rule (16 CFR part 
311), and Labeling and Advertising of Home Insulation Rule (the ``R-
Value'' Rule) (16 CFR part 460).
    \16\ FTC guides ``are administrative interpretations of laws 
administered by the Commission for the guidance of the public in 
conducting its affairs in conformity with legal requirements.'' 16 
CFR part 17. Conduct that is inconsistent with the guides may result 
in corrective action by the Commission, if after investigation, the 
Commission has reason to believe that the conduct is unfair or 
deceptive to consumers.
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    While the FTC has often addressed consumer protection issues 
related to energy and environmental issues, the FTC does not have the 
authority or expertise to establish environmental performance 
standards. Accordingly, we do not plan to develop environmental 
standards for carbon offsets and RECs. Instead, the FTC's efforts in 
this area will focus on our traditional consumer protection role, 
addressing deceptive and unfair practices under the FTC Act.

C. Consumer Protection Issues

    Carbon offset and REC marketing activities raise several consumer 
protection issues. These issues stem both from claims for offset and 
REC products themselves and from claims for other products based on 
offset and REC purchases (e.g., ``our snacks are made with green 
electricity''). As discussed in more detail below, the nature of these 
products, consumer understanding of claims, and substantiation of 
claims all raise consumer protection challenges for offset and REC 
marketers.
    The nature of offset and REC claims raises particular challenges 
because consumers cannot easily verify that they are receiving that for 
which they paid. For example, most consumers would have great 
difficulty confirming that their payments actually fund projects that 
may take place in a distant location. Moreover, even if a consumer 
could verify a project's existence, it likely would be impossible for 
the average consumer to determine whether the scientifically complex 
project actually reduces atmospheric carbon in the amount claimed, or 
how much the consumer's offset purchase actually contributes to the 
project.\17\ As a result, the potential for deception is greater than 
with more tangible products for which consumers more easily can confirm 
most advertising claims.
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    \17\ Similarly, it is difficult for consumers to determine for 
themselves whether the RECs they purchase actually represent the 
environmental attributes of renewable energy generation.
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    In addition, consumer interpretation of offset and REC-related 
claims is an essential factor in addressing consumer protection 
questions in these markets. We are not aware of any research that 
addresses consumer understanding of advertising claims related to 
carbon offsets and RECs. As a result, there appear to be many open 
questions. For example, when consumers buy these products, do they know 
what they are buying? How do consumers interpret express or implied 
claims about environmental benefits from offsets and RECs? Do consumers 
assume that their offset purchases are creating reductions in 
greenhouse gas emissions beyond what would have otherwise occurred 
without offset sales? How quickly do they believe reductions occur? 
Should marketers consider consumer understanding about the incidental 
benefits of renewable energy, such as air pollutant reductions or 
regional environmental improvements? Do consumers interpret REC and 
offset claims to include implied claims of broader (or narrower) 
environmental benefit? Questions of consumer interpretation are 
important because marketers must ensure that all reasonable 
interpretations of their claims are truthful, not misleading, and 
substantiated.
    Substantiation in particular can pose challenges in the REC and 
offset markets. For example, bringing RECs and offsets to market may 
involve multiple transactions and a large number of entities; 
consequently, the methods used to track RECs and offsets through the 
market are often complicated. In addition, efforts to verify the 
validity of these products can be difficult because the underlying 
activities may take place in remote locations or over an extended time 
period. Inadequate tracking and verification systems could lead to 
substantiation problems, even for marketers acting in good faith, and 
create opportunities for bad actors to deceive consumers. For example, 
marketers could inadvertently, or intentionally, sell multiple 
certificates based on the same carbon reduction or renewable energy 
activities (i.e., ``double counting'').
    One carbon offset issue, commonly referred to as ``additionality,'' 
has generated significant discussion.\18\ ``Additionality'' addresses 
whether carbon offset consumers are paying for a project that would 
have occurred without the offset market. In the view of many involved 
with this market,\19\ offset sellers have a duty to demonstrate that 
their underlying greenhouse gas reduction projects would not have 
occurred but for the sale of the offset; otherwise, they argue, sellers 
are not really reducing greenhouse gas

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emissions. Under this view, for example, it would not be appropriate to 
sell offsets based on a project (e.g., capturing methane from a 
landfill) implemented to comply with existing environmental regulations 
because any greenhouse gas reductions would have occurred without the 
sale of the offsets. The practical application of the ``additionality'' 
concept to specific fact scenarios has raised a large number of 
questions and produced a variety of opinions among industry members and 
other stakeholders.
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    \18\ ``Additionality'' is a term generally associated with 
mandatory carbon reduction programs implemented pursuant to the 
Kyoto Protocol, an international agreement under the United Nations 
Framework Convention on Climate Change (http://unfccc.int/resource/docs/convkp/kpeng.pdf). While no such mandatory program exists in 
the United States, many offset marketers and other interested 
parties here have looked to the Kyoto framework in developing 
practices in the voluntary offset market in the United States.
    \19\ See, e.g., ``A Consumers' '' Guide to Retail Carbon Offset 
Providers,'' Clean Air-Cool Planet (2006) (http://www.cleanair-coolplanet.org/ConsumersGuidetoCarbonOffsets.pdf); Kollmus, A., 
``Voluntary Offsets For Air-Travel Carbon Emissions: Evaluations and 
Recommendations of Thirteen Offset Companies,'' Tufts Climate 
Initiative (Dec. 2006) (http://www.tufts.edu/tie/tci/pdf/TCI_Carbon_Offsets_Paper_April-2-07.pdf); and ``The Green-e 
Greenhouse Gas Emission Reduction Product Certification Program 
Standard,'' Center for Resource Solutions (June 2007) (http://resource-solutions.org/mv/docs/Ge_GHG_Product_Standard_V1.pdf).
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III. Issues and Questions for Discussion at the Workshop

    As discussed above, the Commission's public workshop will explore 
advertising claims for carbon offsets and RECs, as well as advertising 
claims based on the purchase of those products. We have identified 
several possible issues for discussion at the workshop: (1) Trends in 
marketing carbon offsets and RECs, (2) the nature of the commodities in 
question (i.e., the property rights transferred from seller to buyer 
through the sale of offsets and RECs), (3) product marketing based on 
offset or REC purchases, (4) consumer perception of carbon offset and 
REC claims, (5) potential market problems such as double-counting and 
other forms of fraud, (6) third-party certification and other standard-
setting programs, (7) the issue of ``additionality'' for carbon offsets 
and its relationship to potential consumer deception, (8) the use of 
RECs as a basis for carbon offset claims, (9) the state of 
substantiation for offsets and REC claims, and (10) the need for 
additional FTC guidance in these areas.
    In addition to considering these possible topics, the Commission 
invites written comments on any or all of the following questions 
regarding the consumer protection aspects of the carbon offset and REC 
market. The Commission requests that responses to these questions be as 
specific as possible, including a reference to the question being 
answered, and reference to empirical data or other evidence wherever 
available and appropriate.

    (1) What express claims are sellers making for carbon offsets 
and RECs? What claims, if any, are implied by that advertising? How 
do consumers interpret these claims? Please provide any supporting 
evidence. What evidence constitutes a reasonable basis to support 
these claims? What challenges do offset and REC sellers face in 
substantiating their claims? Is there evidence that any claims in 
the current marketplace are unsubstantiated or otherwise deceptive?
    (2) What express claims are companies making for their products 
and services based on their purchase of carbon offsets or RECs 
(e.g., ``our product is made with renewable energy'')? What claims, 
if any, are implied by that advertising? How do consumers interpret 
these claims? Please provide any supporting evidence. What evidence 
constitutes a reasonable basis to support these claims? Is there 
evidence that any claims in the current marketplace are 
unsubstantiated or otherwise deceptive?
    (3) When consumers purchase carbon offsets or RECs, what 
property rights do they acquire?
    (4) When consumers purchase carbon offsets or RECs, what do they 
think they are buying? Please provide any supporting evidence.
    (5) What impact do consumers believe their carbon offset 
purchases will have on the future quantities of greenhouse gasses in 
the atmosphere? Please provide any supporting evidence.
    (6) Do consumers understand that some activities supported by 
carbon offset programs do not result in immediate carbon emission 
reductions? If so, when do consumers expect such offset programs 
will have an impact? Please provide any supporting evidence.
    (7) What is the relationship between the concept of 
``additionality'' in carbon offset markets and the FTC's standard 
for deception under the FTC Act?
    (8) Please identify state laws that specifically address 
consumer protection issues in the carbon offset and REC markets. 
Please explain how the laws address these issues and whether they 
are effective.
    (9) Please identify third-party and self-regulatory programs 
that address consumer protection issues in the carbon offset and REC 
markets. Please explain how the programs address these issues and 
whether they are effective.

    By direction of the Commission.
Donald S. Clark,
Secretary.
[FR Doc. E7-23006 Filed 11-26-07; 8:45 am]
BILLING CODE 6750-01-P