The Central Consumer Protection Authority (CCPA) has issued guidelines to address greenwashing and misleading environmental claims. The statement was issued by Nidhi Khare, secretary of the Department of Consumer Affairs, Government of India, who is also the chief commissioner of the CCPA.

These guidelines seek to foster truthful practices, where environmental claims are both truthful and meaningful. This will enhance consumer trust and encourage sustainable business practices.

A committee chaired by Khare submitted its recommendations. Based on the recommendations of the committee the department placed the draft guidelines for greenwashing for public comments on 20 February 2024. Public suggestions were received from 27 stakeholders.

Some of the suggestions were to support environmental claims by disclosing credible certifications and reliable scientific evidence. It was suggested that words such as sustainable, natural, organic, or regenerative shall not be used without adequate, accurate and accessible qualifiers. It was also suggested that words environmental claims such as natural, organic, and pure be supported by adequate disclosures.

The guidelines have been drafted due to the increase in advertisements about green (environmentally friendly) products and the growing number of environmentally aware consumers. As per a press note circulated by the CCPA, "The guidelines are progressive regulations intended to harmonise the proactive efforts of manufacturers and service providers to address environmental issues and rising consumer interest in environmentally positive goods and services."

The press note added, "These guidelines are designed not to stifle companies' environmental efforts of manufacturers and service providers but to ensure that such claims are transparent and made with integrity." Companies are encouraged to highlight their environmental initiatives, provided these claims are backed with proper disclosures and credible evidence. The primary goal of these guidelines is to shield consumers from misleading information while promoting genuine environmental responsibility within the business community.

(The guidelines are available on the Department of Consumer Affairs website Greenwashing_Guidelines.pdf (consumeraffairs.nic.in)