Greenwashing

What is Greenwashing?

Greenwashing is “any deceptive or misleading practice, which includes concealing, omitting, or hiding relevant information, by exaggerating, making vague, false, or unsubstantiated environmental claims and use of misleading words, symbols, or imagery, placing emphasis on positive environmental aspects while downplaying or concealing harmful attributes”.

By misleading the public to believe that a company or other entity is doing more to protect the environment than it is, greenwashing promotes false solutions to the climate crisis that distract from and delay concrete and credible action.

Greenwashing tactics

Greenwashing manifests itself in several ways – some more obvious than others. Tactics include:

• Claiming to be on track to reduce a company’s polluting emissions to net zero when no credible plan is actually in place.
• Being purposely vague or non-specific about a company’s operations or materials used.
• Applying intentionally misleading labels such as “green” or “eco-friendly,” which do not have standard definitions and can be easily misinterpreted.
• Implying that a minor improvement has a major impact or promoting a product that meets the minimum regulatory requirements as if it is significantly better than the standard.
• Emphasizing a single environmental attribute while ignoring other impacts.
• Claiming to avoid illegal or non-standard practices that are irrelevant to a product.
• Communicating the sustainability attributes of a product in isolation of brand activities (and vice versa) – e.g. a garment made from recycled materials that is produced in a high-emitting factory that pollutes the air and nearby waterways.

Guidelines for Prevention and Regulation of Greenwashing in India

The Central Consumer Protection Authority has framed Draft Guidelines for Prevention and Regulation of Greenwashing. Proposed Guidelines shall be issued under section 18 (2) (l) of the Consumer Protection Act 2019.

Applicability

Guidelines will be applicable to all advertisements and Service provider, product seller, advertiser, or an advertising agency or endorser whose service is availed for the advertisement of such goods or services.

Overview of guidelines

Guideline also provide the provision that vague terms such as 'green', 'eco-friendly', 'eco-consciousness', 'good for the planet', 'cruelty-free', and similar assertions to be used only with adequate disclosures.

The Guidelines prescribe various disclosure that would be required to be made by the company making green claims. The various disclosures are:-

• Ensure all environmental claims in ads or communications are fully disclosed, either directly or through technology like QR codes or web links.
• Avoid selectively presenting data to favorably highlight environmental claims while hiding unfavorable aspects.
• Clearly define the scope of environmental claims, specifying whether they relate to products, manufacturing processes, packaging, product usage, disposal, services, or service provision processes.
• All environmental claims shall be backed by verifiable evidence.
• Comparative environmental claims that compare one product or service to another must be based on verifiable and relevant data.
• Substantiate specific environmental claims with credible certification, reliable scientific evidence, and independent third-party verification for authenticity.

The guidelines also provides that aspirational or futuristic environmental claims may be made only when clear and actionable plans has been developed detailing how those objectives will be achieved.

To view the guidelines, click here.

Source : UN, CCPA