Now, any product claiming to be eco-friendly, green or sustainable will have to justify and disclose the basis of such claims
In order to prevent companies from engaging in misleading environmental claims and greenwashing, the Central Consumer Protection Authority (CCPA) has issued guidelines which direct manufacturers and service providers to substantiate their environmental claims with credible evidence. This includes providing detailed information on the methodology and data used to support such claims.
Now, any product claiming to be eco-friendly, green or sustainable will have to justify these claims and disclose the basis of such claims or will be penalised for misleading advertising and unfair trade practices.
“These guidelines are designed not to stifle companies’ environmental efforts of manufacturers and service providers but to ensure that such claims are transparent and made with integrity. Companies are encouraged to highlight their environmental initiatives, provided these claims are backed with proper disclosures and credible evidence,” as per the official statement from the Ministry of Consumer Affairs, Food and Public Distribution.
Now, the “good for the planet”, “100 per cent eco-friendly”, “zero emissions” claims by the company will need to be backed by evidence which can be done using packaging QR codes or web addresses to ensure credibility and transparency. The guidelines highlight that adequate disclosures on claims are essential for environmental claims such as ‘natural’, ‘organic’ and ‘pure’.
As per the guidelines, third-party certifications are also accepted in substantiation of environmental claims. The companies are required to provide clear and accessible disclosures of material information. However, the guidelines are not applicable to the mission statement of a company, according to Nidhi Khare, Secretary of Ministry of Consumer Affairs.
Deceptive practices or misleading claims which include concealing, omitting or hiding relevant information by exaggerating or making vague, false or unsubstantiated environmental claims come under the ambit of the issued guidelines, as per the Secretary. The guidelines will apply to manufacturers, service providers, traders.
