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Informist, Tuesday, Oct. 15, 2024

NEW DELHI - The Centre Tuesday notified guidelines for prevention and regulation of greenwashing and misleading environmental claims. According to the guidelines that have come into force with immediate effect, any company that claims its product to be eco-friendly, green or sustainable will have to disclose the basis of such claims, failing which it could be penalised by the Central Consumer Protection Authority for misleading advertising and unfair trade practices. 

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

The guidelines will be applicable to all goods being produced. "If a company is claiming that it is using 75% less plastic in its packaging, they must substantiate it by adding a QR code which details the how," she said citing an example. Any claims made on the manufacturing process, packaging, the manner of use of the goods, or its disposal will need to be substantiated, she said. Service providers who make such claims for the process of providing that service, will also fall under this category. 

'Greenwashing' is a term that plays on the word 'whitewashing' and refers to the marketing tactic where companies falsely claim or exaggerate the environmental benefits of their products or services, often using vague or unsubstantiated terms such as "natural", "eco-friendly," or "green".

"The guidelines are drafted in the wake of the rapid increase of advertisement of green (environmental-friendly) products and the growing number of environmentally aware consumers," a statement by the consumer affairs ministry read. Companies are creating an illusion of environmental responsibility and end up exploiting consumers' growing environmental sensitivity, the statement added. "This deceptive practice not only misleads well-intentioned consumers but also diverts attention from broader environmental efforts," it said. 

According to the secretary, the consumer protection authority is already examining complaints filed in this regard on the National Consumer Help portal. "Depending on how many complaints are there, we may take individual action against said companies, class action or even suo moto action," she said. The consumer affairs ministry is also in talks with the Bureau of Indian Standards to check on quality control measures for air purifiers. "We already have quality guidelines for air filters and are looking into the same for air purifiers," Khare said on the sidelines of the press conference.  End

Reported by Pallavi Singhal

Edited by Vandana Hingorani

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