Government Unveils Guidelines to Curb Greenwashing and Misleading Environmental Claims

New Delhi, Oct 16 (KNN) In a decisive step towards consumer protection, the government on Tuesday issued comprehensive guidelines to prevent and regulate greenwashing—a deceptive practice where brands make exaggerated or false environmental claims.

The new framework mandates that terms like “clean,” “green,” “eco-friendly,” “organic,” “pure,” and “sustainable” be backed by solid, credible evidence.

Greenwashing refers to marketing strategies that use vague or misleading environmental claims to attract eco-conscious consumers.

These tactics often involve terms that sound environmentally friendly but lack substance or verification, misleading buyers about a product’s real environmental impact.

According to the guidelines, all manufacturers, service providers, traders, advertising agencies, and endorsers will now have to substantiate their environmental claims with verifiable and accessible evidence. Using generic terms such as “natural” or “organic” without supporting documentation will no longer be permitted.

Evidence supporting environmental claims must come from independent studies or third-party certifications, ensuring that claims are credible.

Additionally, companies must use consumer-friendly language to explain complex terms such as "greenhouse gas emissions" or "Environmental Impact Assessment." This will help prevent confusion and foster better consumer understanding.

The guidelines further emphasise that brands must clearly specify whether their green claims pertain to the product’s manufacturing process, packaging, or usage and disposal methods.

Comparative claims must be backed by relevant and complete data—cherry-picking favourable information will not be allowed.

Companies will now have to disclose essential information in advertisements or product communications. This can be achieved by including a QR code or URL that leads consumers to full details about their environmental claims.

Any claims about a product being recyclable, compostable, plastic-free, or renewable must be supported by certifications, scientific evidence, or third-party verification.

Nidhi Khare, Secretary, Department of Consumer Affairs, explained that these guidelines align with international best practices followed in the US, Australia, and Europe. Khare emphasised that the intent is not to stifle genuine environmental efforts but to promote transparency and integrity in green marketing.

Companies found violating the guidelines by making misleading environmental claims will face penalties under laws regulating unfair trade practices and deceptive advertising.

The new rules also extend to futuristic green claims—brands must provide clear, actionable plans if they promise environmental achievements, such as reduced carbon emissions or decreased plastic use, in future timelines.

“The goal is to shield consumers from false claims and foster a marketplace where environmental efforts are genuine,” Khare added.

These guidelines mark a significant shift towards truthful environmental advertising, ensuring consumers can make informed, sustainable choices without falling victim to deceptive marketing tactics.

(KNN Bureau)