New Delhi
Industry experts have praised the Department of Consumer Affairs on Monday for introducing new guidelines aimed at curbing “greenwashing,” the practice of misleading consumers with exaggerated or false environmental claims.
Concerns about greenwashing have surged globally as consumers become more environmentally conscious. The recently released Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024 are designed to ensure transparency and accuracy in environmental advertisements, promoting ethical business practices across the country.
Pankaj Mohindroo, Chairman of the India Cellular and Electronics Association (ICEA), stated that these guidelines effectively protect consumer interests while enabling businesses to communicate their sustainable practices. He highlighted that this approach sets a new international standard, improving upon existing EU regulations, which impose strict limitations on environmental claims.
The guidelines require companies to back their environmental claims with credible evidence and transparent disclosures, allowing consumers to make informed decisions. This framework, developed in consultation with the industry, encourages genuine environmental innovations while maintaining accountability.
Nidhi Khare, Secretary of the Department of Consumer Affairs, noted that many companies exploit consumers’ environmental sensitivities by creating an illusion of responsibility. Such deceptive practices can mislead well-meaning consumers and distract from genuine environmental efforts.
The guidelines also suggest that companies disclose credible certifications and reliable scientific evidence for claims related to terms like “natural,” “organic,” and “pure.” This move aims to foster a more trustworthy marketplace for environmentally conscious consumers.
