Crackdown on false environmental claims; govt releases greenwashing guidelines

Any product claiming to be eco-friendly, green or sustainable will have to disclose the basis of such claims failing which they will be penalised for misleading advertising and unfair trade practice, according to the newly released guidelines on greenwashing and misleading environmental claims.

Any deceptive or misleading practice, which includes concealing, omitting, or hiding relevant information, by exaggerating, making vague, false, or unsubstantiated environmental claims, said Nidhi Khare, secretary, Ministry of Consumer Affairs while releasing the guidelines.

The guideline will be applicable to manufacturers, service providers, traders, advertising agencies and endorsers.


The guidelines do not seek to prohibit companies from making environmental claims; rather, they aim to ensure that such claims are made with integrity and transparency, she added.

Companies making claims such as "Good for the planet", "100% eco friendly", "zero emission", "less plastic" will have to substantiate them either on the pack or by providing pamphlets, QR Codes or URLs. Claims such as natural, organic, sustainable or cruelty free will also have to be substantiated, according to the guidelines.

According to the guidelines, companies can make such claims for any goods (either in its entirety or as a component), the manufacturing process, packaging, the manner of use of the goods, or its disposal. Service providers can also make such claims for the process of providing that service.