Senior management of Superior Chemicals Ltd. has decided to revamp the marketing program for the company’s line of household products, which includes kitchen, bathroom, furniture, flooring, and all-purpose cleaners. They wish to promote these products as more environmentally friendly than those of their competitors. The marketing department has developed a large number of possible messages such as “natural,” “nature clean,” “renewable ingredients,” “biodegradable,” “the environmental choice,” “the responsible choice,” and “We care about the earth.” Management is aware of the rules regarding misleading advertising and the new Guide for Environmental Claims. What should management consider in developing the advertising campaign for their cleaning products? Which claims are appropriate? How must Superior be able to support its claims?