Singapore has taken another decisive step in tackling misleading environmental claims, with the Competition and Consumer Commission of Singapore (CCS) releasing new guidance to help companies make transparent, verifiable, and accurate sustainability-related statements. The move aims to protect consumers, enhance trust in environmental communication, and prevent “greenwashing”, the practice of overstating or falsely representing environmental benefits. The guide, announced by the Ministry of Trade and Industry, provides a structured framework for businesses to assess and substantiate any product or corporate claims relating to environmental or quality attributes. It comes amid growing scrutiny of sustainability marketing and the need to align consumer protection with global best practices in ESG transparency.

Addressing the Risks of Misleading Environmental Claims

CCS said the guidance was developed following a rise in misleading or exaggerated sustainability claims across industries. A study conducted by the agency in 2022 revealed that more than half of the online product claims surveyed were vague, lacked sufficient detail, or used complex technical language that made verification difficult for consumers. The findings mirrored a global trend in which companies use generic terms such as “eco-friendly,” “green,” “sustainable,” or “environmentally safe” without disclosing measurable proof or relevant data. In some cases, CCS had to intervene through enforcement actions against businesses that overstated their environmental performance. According to the Commission, such practices not only erode consumer trust but also undermine businesses that make genuine efforts to operate sustainably. The new guide, therefore, seeks to ensure that environmental communication across Singapore’s markets reflects genuine, measurable progress rather than marketing hype.

Five Core Principles to Ensure Honest Sustainability Claims

The CCS guidance outlines five key principles that companies should follow when communicating environmental or quality-related claims:

Claims must be true and accurate. Businesses are required to verify all claims before publishing, avoid misleading statements, and regularly review communications to ensure they remain current and factual.
Claims must be clear and easy to understand. Companies should use plain language, avoid technical jargon, and consider how the average consumer interprets the message.
Claims must be meaningful. The focus should be on material product attributes not trivial, standard, or legally mandated features. Comparisons with competitors should be fair and substantiated.
Claims must include material information. Supporting evidence should be presented in an accessible way, including clear explanations of assumptions, limitations, or conditions associated with the claim.
Claims must be supported by credible evidence. Every environmental statement should be backed by up-to-date, verifiable data from credible sources, and any stated targets should be both realistic and achievable.

Together, these principles are designed to align corporate communication with Singapore’s consumer protection laws while reinforcing the country’s broader ESG governance standards.

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From Regulation to Responsibility: Encouraging Genuine Transparency

In announcing the guide, CCS Chief Executive Alvin Koh emphasized that responsible environmental communication is a cornerstone of fair competition. “We want to ensure that environmental claims and all quality-related claims reflect genuine facts rather than empty promises. Greater transparency ultimately enables consumers to make informed decisions and promote competition on merit,” he said.

The guidance encourages companies to build internal review mechanisms for marketing and sustainability teams, ensuring that every green claim undergoes a verification process before reaching the public. This includes collaboration between sustainability officers, legal teams, and external auditors to maintain evidence-based accountability.

Singapore’s Role in Setting Regional Standards

Singapore’s move comes amid rising global pressure on regulators to curb greenwashing and establish consistent disclosure frameworks. In recent years, financial authorities in the EU, UK, and Australia have introduced similar codes of practice, requiring companies to substantiate ESG-related statements. By formalizing its own anti-greenwashing principles, Singapore positions itself as a regional leader in sustainable communication governance, setting expectations not only for domestic companies but also for multinationals operating across Asia-Pacific. The initiative complements the country’s broader sustainability agenda, which includes the Singapore Green Plan 2030 and the Monetary Authority of Singapore’s push for credible green finance standards.

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Looking Ahead: Building Consumer Confidence and Corporate Integrity

The introduction of the CCS guide represents more than a regulatory update, it signals a shift toward a marketplace built on evidence, transparency, and accountability. For businesses, the message is clear: environmental claims must be backed by facts, not just branding. As sustainability becomes central to consumer decision-making, companies that adhere to these guidelines stand to gain trust and differentiation in an increasingly competitive ESG-conscious market. Conversely, those that fail to align risk reputational damage and potential enforcement actions. By codifying clear expectations, Singapore’s latest guidance not only safeguards consumers but also strengthens the credibility of the nation’s broader green transition ensuring that the drive toward sustainability is grounded in truth, transparency, and measurable impact.

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