Environmental claims such as “eco-friendly,” “green,” “sustainable,” “recyclable” and “carbon neutral” are increasingly used in product packaging, advertisements and brand communication. But such claims can mislead consumers when they are vague, selective or unsupported.
To address this, the Central Consumer Protection Authority (CCPA) issued the Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024.
The guidelines require environmental claims made by businesses to be truthful, clear and supported by evidence.
What is greenwashing?
Greenwashing means making a product or service appear more environmentally responsible than it actually is through misleading claims, omissions or exaggeration.
It may include:
- Making vague or false environmental claims
- Highlighting positive environmental features while hiding relevant information
- Using misleading words, symbols or imagery
- Making claims without supporting evidence
Environmental claims need clear proof
The guidelines address commonly used terms such as:
- Green
- Eco-friendly
- Sustainable
- Organic
- Cruelty-free
- Carbon neutral
- Minimal impact
- Pure
- Regenerative
Such terms must not be used without clear explanation and verifiable evidence.
An environmental claim should clearly state:
- What it applies to: the product, packaging, process or service
- What environmental benefit is being claimed
- Whether it applies to the whole product or only one part
- What evidence, methodology or certification supports it
For example, if only the packaging is recyclable, the entire product should not be described as recyclable.
Similarly, a claim such as “made from recycled material” should specify what contains recycled material and to what extent.
QR codes and URLs can support detailed disclosure
The guidelines allow detailed material information supporting an environmental claim to be provided through a QR code or URL in relevant advertisements or communications.
This may include:
- Environmental data
- Scope and basis of the claim
- Certifications or test reports
- Recycling information
- Methodology supporting the claim
However, a QR code does not make an unsupported claim valid. The disclosed information must still be accurate and consistent with the claim.
Comparisons and certifications must be genuine
Claims such as “greener than competitors” or “better for the environment” must be based on relevant and verifiable data.
Businesses should also not use claims such as “certified green” or “approved sustainable” unless the certification or endorsement is valid and supported by a credible authority.