In a move to tackle misleading environmental claims, the Ministry of Consumer Affairs has released new guidelines mandating that any product claiming to be eco-friendly, green, or sustainable must disclose the basis for such claims. Brands that fail to comply with these requirements could face penalties for misleading advertising and unfair trade practices.
During the announcement, Nidhi Khare, chief commissioner, outlined the scope of the guidelines, which aim to prevent deceptive practices. These include concealing, omitting, or exaggerating information regarding environmental claims. From what is understood, the guidelines are designed to ensure that environmental claims are made with integrity and transparency.
The guidelines apply to a wide range of stakeholders, including manufacturers, service providers, traders, advertising agencies, and endorsers. However, they do not prohibit companies from making environmental claims; instead, they require substantiation for claims such as ‘good for the planet,’ ‘100% eco-friendly,’ ‘zero emissions,’ and ‘less plastic’. Brands must provide evidence of these claims through packaging, pamphlets, quick response (QR) codes, or web addresses.
Moreover, terms like ‘natural,’ ‘organic,’ ‘sustainable,’ and ‘cruelty-free’ must also be substantiated according to the new rules. Companies are permitted to make such claims for entire products or specific components, manufacturing processes, packaging, or disposal methods, provided they can validate these assertions.
The guidelines extend to service providers, who are also required to substantiate their environmental claims related to the processes they employ. However, it’s important to note that the guidelines do not apply to a company’s mission statement.
With these new guidelines, the government aims to enhance consumer confidence in eco-friendly claims, ultimately promoting genuine sustainable practices across industries.