In response to growing consumer concerns about misleading environmental claims, the Central Consumer Protection Authority (CCPA) under the Department of Consumer Affairs (DCA) on Tuesday introduced new guidelines aimed at curbing greenwashing in advertisements.
The term “greenwashing” refers to the deceptive tactic where companies exaggerate or fabricate the environmental benefits of their products.
Nidhi Khare, Secretary of the DCA, highlighted the importance of these regulations in fostering honest marketing practices as the demand for eco-friendly products continues to rise.
“These regulations are essential to protect consumers from companies that falsely tout their products as natural or eco-friendly. With the prevalence of misleading claims growing alongside consumer interest in sustainable products, the initiative seeks to restore integrity and trust in environmental marketing,” she added.
The newly established guidelines, formulated by a committee led by Khare, are designed to promote honest and meaningful environmental claims while fostering sustainable business practices.
Among the guidelines are requirements for companies to provide credible certifications and reliable scientific evidence to support claims such as “natural,” “organic,” and “pure.” Khare warned that “by creating an illusion of environmental responsibility, many unscrupulous companies exploit consumers’ growing environmental sensitivity,” further diverting attention from genuine efforts to address ecological issues.
These progressive regulations aim to align the proactive initiatives of manufacturers and service providers with the increasing consumer demand for environmentally responsible goods and services. The guidelines also encourage businesses to transparently highlight their environmental efforts, ensuring that claims are backed by solid evidence.
