Government’s Effort to Curb False Environmental Claims in Ads | India News

NEW DELHI: Consumer affairs department will issue guidelines to prevent deceptive or unsubstantiated environmental claims by brands in advertising, known as ‘green washing’, in the next 3-4 weeks, an official said.
“Since consumers pay a premium believing that the products they use are environment friendly or cause less damage to the environment. So, the claims must be backed by verifiable evidence. We will notify the guidelines after incorporating feedback from all stakeholders,” the official added.
Recently, the department came out with draft guidelines following a meeting chaired by Union consumer affairs secretary Rohit Kumar Singh. As per the draft norms, claims that compare one product or service to another must be based on verifiable data. This must be disclosed to the consumers.
The proposed norms say any person or company making environmental claim should specify whether it refers to goods, manufacturing, packaging, manner of use, or disposal; or service or process of rendering the service. Moreover, specific claims must be supported by credible certification, reliable scientific evidence, and independent third-party verification to maintain authenticity.
“It also provides that no person to whom these norms apply shall engage in green washing and vague terms such as ecofriendly, cruelty-free, & similar assertions shall not be used without disclosures,” the official said.