The Indian government has introduced new regulations to tackle greenwashing, a practice where companies make exaggerated or false claims about the environmental benefits of their products. These new guidelines mandate companies to provide credible evidence for any environmental claims made in their advertisements, with violators facing penalties or even imprisonment.

Under the Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims 2024, businesses must substantiate terms like "eco-friendly," "organic," or "sustainable" with verifiable data, ensuring consumers receive accurate and transparent information. Misleading advertisements could lead to fines starting at ₹50,000 and going up to ₹1 crore for repeated offenses, along with potential jail terms.

According to Nidhi Khare, Secretary of the Department of Consumer Affairs, the rules aim to enhance consumer awareness by ensuring that companies’ environmental claims are backed by independent studies or third-party certifications. These measures also emphasize the use of consumer-friendly language, especially when dealing with technical terms such as environmental impact assessments or carbon emissions.

Key Requirements Substantiation of Claims:

Generic terms such as “clean” or “green” can no longer be used without qualifiers or clear definitions.

Transparency: Companies must provide consumers with easy access to data, either through QR codes, URLs, or similar means, to verify claims.

Clarification on Claims: Advertisements must specify if the claim applies to the entire product or just certain components like packaging or disposal processes.

The guidelines enforce stricter penalties for misleading environmental claims under the Consumer Protection Act. First-time offenders can face fines of up to ₹10 lakh, while repeat violations may result in fines of up to ₹50 lakh and imprisonment of up to two years.

This move is expected to push companies towards more responsible marketing practices, offering consumers greater clarity and trust in the products they choose.