The Indian government has introduced new guidelines to curb greenwashing, a practice where companies exaggerate or falsify environmental claims in their marketing. The guidelines require companies to provide verifiable evidence to back up claims such as “organic,” “pure,” or “recyclable.” The Central Consumer Protection Authority (CCPA) defines greenwashing as deceptive practices that include exaggerated, vague, or unverified environmental claims, or omitting relevant information. The guidelines also specify that companies must disclose material facts directly in the advertisement or through a QR code, URL, or other digital medium. Penalties for false claims include imprisonment and fines, as well as reputational damage. The guidelines align with international efforts to curb greenwashing, with the World Federation of Advertisers introducing its “Global Guidance on Environmental Claims” in 2022. The move is significant, given the growing importance of sustainability to Indian consumers, with 60% choosing sustainable products and 20% prioritizing environmental and social considerations when making purchasing decisions.
Effective Combat: Uncovering the Truth Behind False Sustainable Claims
