The Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024

The Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024 aim to prevent deceptive or misleading environmental claims made by advertisers. The guidelines define greenwashing as concealing, omitting, or hiding relevant information by exaggerating, making vague, false, or unsubstantiated environmental claims.

The guidelines prohibit the use of generic terms such as "clean", "green", and "eco-friendly" without adequate qualifiers and substantiation. Advertisers must also disclose material information in relation to environmental claims and provide accessible verifiable evidence based on independent studies or third-party certifications.

Environmental claims should be supported by credible certification, reliable scientific evidence, internal verifiable evidence, certificates from statutory or independent third-party verification, and made easily accessible to consumers. The guidelines also emphasize the importance of clarity and unambiguity in environmental claims, fair and meaningful comparisons, and absolute and relevant claims.

The guidelines are intended to complement existing regulations and ensure that environmental claims do not contradict other specific laws. In case of any ambiguity or dispute in interpretation, the decision of the Central Authority shall be final. The provisions of the Act shall sustain in case of any contravention to the provisions of these guidelines.