New guidelines ban the use of words like natural, organic, etc. By brands.
The guidelines have been issued by the consumer protection authority of india to combat greenwashing and misleading environmental claims in advertising products.
Greenwashing refers to deceptive practice in which companies make exaggerated or false claims about the environmental benefits of their products or services, often using vague terms such as “natural,” “organic,” or “eco-friendly.”
According to the consumer protection authority, this strategy misleads consumers and undermines genuine environmental efforts.
The comprehensive guidelines titled “guidelines for prevention and regulation of greenwashing or deceptive environmental claims, 2024” have been issued by the central consumer protection authority (ccpa) to ensure transparency and accuracy in environmental marketing claims.
Clear definitions have been provided for terms such as “environmental claims” and “greenwashing” to ensure there is a common understanding between businesses and consumers.
All environmental claims must be supported by credible scientific evidence or third-party certification.
Adequate disclosures must be provided about the product, its manufacturing process and its packaging.
