New Delhi: In a significant step toward protecting consumers from misleading environmental claims, the Central Consumer Protection Authority (CCPA) has unveiled new “Guidelines for the Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024.” The guidelines aim to promote transparency and accuracy in advertisements related to environmental sustainability, ensuring that businesses engage in truthful and meaningful practices, said Nidhi Khare, Chief Commissioner of the CCPA, at an event today.
Greenwashing, a tactic where companies falsely or exaggeratedly claim the environmental benefits of their products or services, has been on the rise as more consumers seek out eco-friendly options. These guidelines, drafted in response to a rapid increase in “green” advertisements, aim to curb deceptive practices that undermine genuine environmental efforts.
“The guidelines foster a marketplace where environmental claims are backed by credible evidence, ensuring consumers are not misled while encouraging businesses to adopt sustainable practices,” said Khare.
A committee chaired by Khare was established to address greenwashing, including members from academia, practitioners, and consumer rights organizations. After thorough deliberation and public consultation, the CCPA finalized the guidelines, incorporating suggestions from 27 stakeholders.
Some key features of the guidelines include:
- Prohibition of Misleading Claims: Companies are barred from making vague environmental claims such as “natural,” “organic,” or “eco-friendly” without substantiating evidence.
- Mandatory Disclosure: Environmental claims must be supported by reliable certifications and scientific proof, with clear and accessible disclosures.
- Clarification of Terms: Words like “sustainable” and “regenerative” cannot be used without qualifiers that provide accuracy and context.
The guidelines ensure that while businesses are encouraged to showcase their environmental efforts, such claims must be made with integrity and transparency. This initiative is expected to bolster consumer trust and contribute to a marketplace driven by genuine sustainability.
