NY S09889

Adds new section 349-h to General Business Law defining unlawfully deceptive environmental marketing claims including untruthful or misleading statements about environmental attributes or climate impact of products and services.

Prohibits "paltering," which uses truthful statements to create a false overall impression that a benefit is significant when it is actually negligible, and "reputational advertising" that misleads consumers about environmental impact.

Prohibits untruthful or misleading "net zero claims" that fail to clearly identify covered emission portfolios, fail to distinguish between emission reductions and offsets, or lack substantiation by company plans or actions.

Eliminates requirement that plaintiffs prove ascertainable loss resulting from deceptive environmental marketing practices in actions brought under this section.

Takes effect immediately upon enactment.