Govt issues guidelines to prohibit greenwashing, misleading green claims

The government on Tuesday unveiled comprehensive guidelines to regulate greenwashing and misleading environmental claims by companies, aiming to protect consumers and promote transparency in eco-friendly marketing.

Greenwashing refers to claims by companies about any product or service having climate-friendly impact.

The new guidelines, issued by the consumer affairs ministry, aim to ensure that eco-friendly assertions are backed by verifiable evidence and clear disclosures.

Briefing media, Consumer Affairs Secretary Nidhi Khare emphasized that the guidelines do not prohibit environmental claims but seek to ensure they are made with integrity and transparency.

"The claims have to be supported by verifiable evidence and independent studies," the secretary said.

For instance, terms like '100% eco-friendly', 'zero emissions', and 'cruelty-free' must now be substantiated with accurate and accessible qualifiers.

The guidelines provide definitions for 'greenwashing' and 'environmental