In a bid to crack down on deceptive green marketing practices, the Central Consumer Protection Authority on 21st February, 2024 took a decisive step by proposing Guidelines for Prevention and Regulation of Greenwashing, 2024. The cornerstone of these guidelines is to ensure that environmental claims made by businesses are transparent, verifiable, and accurate, setting a new standard for responsible marketing in the realm of sustainability.
To assist industries in complying with the forthcoming Guidelines for Prevention and Regulation of Greenwashing, a Guidance Note has been issued, offering practical insights and directives on making environmental claims with integrity and clarity. Key considerations highlighted in the Guidance Note include:
1. Truthfulness and accuracy: Environmental claims must be substantiated by verifiable evidence from credible sources, ensuring that statements like “100% recycled materials” or “energy-efficient technology” are supported by factual data to avoid misleading consumers.
2. Clarity and unambiguity: Emphasizing the importance of clear communication, businesses are urged to provide specific details and qualifiers in their environmental claims to avoid ambiguity and ensure transparency in messaging.
3. Fair and meaningful comparisons: Companies are encouraged to make fair comparisons when promoting their products’ environmental attributes, steering clear of misleading statements that may exaggerate the green credentials of their offerings.
4. Absolute and relevant claims: Ensuring that claims are accurate and pertain only to relevant features or stages of a product, businesses are advised to disclose information transparently to prevent confusion or misinterpretation.
5. Responsible imagery usage: Cautioning against the use of manipulative visuals that create a false impression of environmental responsibility, the Guidance Note underscores the importance of providing context and relevant information alongside visual representations.
6. Endorsement authenticity: Businesses are warned against making false endorsements or certifications from nonexistent or unrecognized bodies, emphasizing the need for credibility and transparency in claiming endorsements from environmental organizations or experts.
As the Draft Guidelines enter the public consultation phase, the Central Authority invites feedback and suggestions from the public to refine and strengthen the proposed framework. The views/comments/suggestions on the proposed Guidelines may be sent within 30 days (by 21th March 2024) by email to com-cpa @gov.in.
