Energy, utilities and environmental: the numbers, the rules, the AI picture.

• FTC Green Guides (16 CFR Part 260): general and renewable energy claims

  The Green Guides say it is deceptive to misrepresent that a product or service offers a general environmental benefit. Marketers should not make unqualified general environmental benefit claims. Section 260.15 says a company that generates renewable electricity but sells the renewable energy certificates for all of it cannot say it uses renewable energy. The guides apply to marketing in any medium, and the FTC can act under Section 5 of the FTC Act.

  What it means: Drop "eco-friendly", "green" and "sustainable" as headlines unless you qualify them with a specific, provable benefit. Say what the system does, such as estimated annual kWh, with the assumptions. Do not call your company or a customer's home "100% renewable" if the certificates were sold. The FTC has been reviewing the guides since December 2022, so check for updates.

  [8] law.cornell.edu

• FTC Act Section 5 and FTC guidance for solar sellers

  The FTC's August 2024 business guidance for solar tells sellers to disclose the total cost and be clear about financing options. It says not to overpromise savings from tax credits, rebates or incentives. It says offers of "free" or "no cost" solar panels are scams. It also warns against pretending to be affiliated with the government, a utility or a legitimate business.

  What it means: Show the total price and the financing type on quote pages and in ads that mention payments. Keep savings claims tied to stated assumptions and a real bill. Never use a utility logo, a government seal or words like "state program" unless you truly run one. Keep the records that back every claim before the ad goes live.

  [9] ftc.gov

• Federal clean energy credits after Public Law 119-21 (Sections 25D, 25C and 30C)

  The IRS says the Section 25D residential clean energy credit is not allowed for expenditures made after December 31, 2025. An expenditure is treated as made when original installation is completed. Paying in 2025 does not save a 2026 installation. The 25C home improvement credit ended for property placed in service after December 31, 2025, and the 30C refueling property credit after June 30, 2026.

  What it means: Remove "30% federal tax credit" claims for homeowner purchases from pages, ads, calculators, proposals and email sequences. Replace them with dated statements about what changed and what local or utility incentives remain. Even before the change, the CFPB found sales materials built around the credit and a "net system cost" in large type. Leases and PPAs follow separate business credit rules, so get tax advice before mentioning them.

  [10] irs.gov

• California solar disclosure (AB 1070) and CSLB advertising rules

  CSLB says the Solar Energy System Disclosure Document must be printed in boldface 16-point type on the front or cover page of every residential solar contract. It comes before a sale, financing or lease. It must be in the language of the oral sales presentation. CSLB's advertising guidelines say the license number must appear in all forms of advertising, including websites, with a $100 to $1,000 civil penalty for a first offense.

  What it means: Put your license number in the site footer, on every service page, on profiles and in ads where space allows. If you sell in Spanish, the disclosure and contract must be in Spanish too. Keep advertised work inside your license classification. Remediation firms note: CSLB says asbestos removal ads must also show the Cal/OSHA certification and registration numbers.

  [11] cslb.ca.gov

• Texas Residential Solar Retailer Regulatory Act (Occupations Code Chapter 1806)

  TDLR says that from September 1, 2025, solar contracts must state that a licensed electrical contractor will install the system, with its name and license number. Buyers can cancel without penalty by written notice on or before the fifth business day after signing. An affiliated or referred lender must cancel the loan when the contract is cancelled. Retailers and salespersons must register with TDLR from September 1, 2026.

  What it means: If you sell in Texas, show your TDLR registration and your electrical contractor's license where buyers can see them. Put the five-day cancellation right in plain words on your process page and in the contract package. Check TDLR for the current status of its disclosure and educational materials rules, which it said were not enforced until November 1, 2026.

  [12] tdlr.texas.gov

• FTC Cooling-Off Rule and FCC telemarketing and text rules

  The FTC says the Cooling-Off Rule lets buyers cancel until midnight of the third business day. It covers sales of $25 or more at the home, or $130 or more at temporary locations. The seller must explain the right and give two cancellation forms. The FCC says prerecorded telemarketing calls and commercial texts need prior written consent, and home telemarketing calls are banned before 8 a.m. and after 9 p.m.

  What it means: If your team knocks doors or signs at the kitchen table, the cancellation notice belongs in every contract. Web forms that lead to calls or texts need clear consent language, and opt-outs must be honored in any reasonable manner. Check your state and city rules too; Texas, for example, gives solar buyers five business days. Business-to-business sales are generally outside the Cooling-Off Rule.

  [13] consumer.ftc.gov

• EPA All Appropriate Inquiries rule (40 CFR Part 312) for site assessments

  EPA says Phase I environmental site assessments paid for with Brownfields Assessment Grant funds must comply with the AAI rule. ASTM E1527-21 and E2247-23 can be used to meet it. An environmental professional must hold the specific education, training and experience the rule defines. AAI is central to CERCLA landowner liability protections, which is why lenders and buyers ask for it.

  What it means: Name the standard you follow on every Phase I page and in proposals. Show the environmental professional who signs the report and how they meet the definition. Do not claim a report "guarantees" liability protection; the defenses have other conditions. Explain timing honestly, because a report that arrives after closing is worth little to the buyer.

  [14] epa.gov

• EU Directive 2024/825 and the UK Green Claims Code

  The European Commission says vague environmental claims such as "green" or "environmentally friendly" are forbidden unless the company can demonstrate them, and unreliable voluntary sustainability logos are banned. Member states must apply the rules from September 27, 2026. In the UK, the CMA Green Claims Code sets six principles. Claims must be truthful, clear, complete, fair in comparisons, consider the full life cycle and be substantiated.

  What it means: If you sell in the EU, remove generic green claims and self-made sustainability badges now. UK firms should check every claim against the six principles and keep the evidence. These rules are stricter than the US guides in tone, so a US page copied to a European site needs a rewrite, not a translation.

  [15] gov.uk

General information, not legal or tax advice. Solar sales, contractor licensing, telemarketing and environmental claim rules differ by state, province, country and city, and tax law changed in 2025. Check with your state licensing board, your tax adviser and a qualified attorney before you publish.