The Central Consumer Protection Authority (CCPA) published “Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024” on 15th October, 2024 to prevent greenwashing and misleading environmental claims, ensuring transparency and accuracy in advertisements related to environmental sustainability. About CCPA Under the provisions of the Consumer Protection Act, 2019, the Central Consumer Protection Authority (CCPA), an executive agency, came into existence on 24.07.2020. It is designed to intervene, to prevent consumer detriment arising from unfair trade practices and to initiate class action(s), including the enforcement of recalls, refunds and return of products. Its core mandate is to prevent and regulate false or misleading advertisements which are prejudicial to the public interest. Overview of the guidelines “Greenwashing” or “misleading environmental claims” is a marketing tactic where companies falsely claim or exaggerate the environmental benefits of their products or services, often using vague or unsubstantiated terms such as “natural,” “eco-friendly,” or “green.” This deceptive practice not only misleads well-intentioned consumers but also diverts attention from broader environmental efforts. The primary goal of these guidelines is to shield consumers from misleading information while promoting genuine environmental responsibility within the business community. These guidelines shall apply to all Environmental Claims; a manufacturer, service provider or trader whose goods, product or service is the subject of an advertisement, or to an advertising agency or endorser whose service is availed for the advertisement of such goods, product or service. Substantiation of environmental claims All advertisements making environmental claims shall comply with the following obligations:- Generic terms such as‘clean’, ‘green’, ‘eco-friendly’, ‘eco-consciousness’, ‘good for the planet’, ‘minimal impact’, ‘cruelty-free’, ‘carbon – neutral’,‘natural’, ‘organic’, ‘pure’, sustainable, regenerative or other similar claims shall not be used without adequate, accurate and accessible qualifiers and substantiation and adequate disclosure as provided as per the provisions of the guideline. While using technical terms like Environmental Impact Assessment (EIA), Greenhouse Gas Emissions, Ecological Footprint, one shall use consumer-friendly language and explain the meaning or implications of technical terms. All environmental claims shall be supportedby accessible verifiable evidence based on independent studies or third-party certifications Guidance to the industry for making environmental claims The following should be kept in mind while making environmental claims Truthfulness and accuracy - Environmental claims must be truthful and accurate. They must be based on verifiable information by means of certificates by statutory authorities, certificates by credible authorities or internal verifiable evidence. Clarity and unambiguity Fair and meaningful comparison Claims should be absolute and relevant - If a claims pertains to a specific feature, part or stage then the fact that the claim relates only to relevant feature, part or stage should be fully disclose that is relevant for such product. Use of imagery without substantive claims - Any form of visual environmental claim attempting to manipulate the consumer into believing that a product or service environmentally responsible or eco-friendly, without providing relevant details or context. Endorsement by environmental organizations or experts or other endorsers: Claims suggesting endorsements, certifications, or seals of approval that (i) are non-existent, (ii) are intentionally misleading, or (iii) originate from non-official bodies and lack recognition from credible authorities then it is misleading; the same shall not be made. Source : Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024