The Indian government has introduced new guidelines to combat greenwashing—where companies make exaggerated or false claims about their products being environmentally friendly.
Issued by the Central Consumer Protection Authority (CCPA), the guidelines aim to make companies substantiate their environmental claims with scientific evidence.
What is Greenwashing?
- Greenwashing refers to the practice where companies, organizations, or governments make dubious claims about their products or actions being environmentally friendly or climate-friendly.
- This trend is driven by the growing pressure on businesses to act on climate change, often leading to misleading advertisements.
New Guidelines Overview:
- The guidelines are part of India’s crackdown on misleading advertisements.
- They complement existing rules like the Prevention of Misleading Advertisements and Endorsements for, framed in 2022.
Six Key Principles:
- Truthfulness & Accuracy: Claims must be based on verifiable data from credible sources.
- Clarity: Terms like “green” should be clear and supported by specific facts.
- Relevance: Comparisons should be based on meaningful, verifiable data.
- Disclosure: Clearly specify if claims apply to certain product aspects only.
- Imagery: Avoid misleading visuals that suggest environmental benefits.
- Endorsements: Only use verified endorsements; avoid vague terms like “eco-friendly” without evidence.
Key Terms to Avoid or Use with Caution:
- Terms like “eco-friendly,” “sustainable,” “carbon neutral,” and “natural” should be used only if they are accurate and verifiable.
- Companies must avoid vague descriptions and are required to provide supporting data when using terms like “green” or “environmentally safe.”
Permissible Claims:
- “Obvious hyperbole” is allowed in ads if not deceptive.
Importance of These Guidelines:
- The guidelines aim to protect consumers from misleading environmental claims and ensure that businesses act responsibly.
- They require companies to be transparent and honest about the environmental impact of their products and
The new guidelines are an important step in ensuring transparency and accountability in the market, protecting consumers from deceptive environmental claims. By setting clear principles for what constitutes valid claims and requiring substantiation through credible evidence, the government is promoting responsible corporate behavior and helping consumers make informed decisions. As businesses continue to navigate sustainability, these measures will be vital in distinguishing genuine environmental efforts from mere greenwashing.
