In the exercise of the mandate to regulate matters relating to misleading advertisements that are prejudicial to the interest of the public and consumers, the Central Consumer Protection Authority (CCPA) has issued guidelines for the Prevention and Regulation of Greenwashing and Misleading Environmental Claims to address the issue of greenwashing and misleading environmental claims. These Guidelines seek to foster truthful practices where environmental claims are honest and meaningful, thus enhancing consumer trust and encouraging sustainable business practices. The notable suggestions include:
- Specific environmental claims must be supported by disclosure about credible certification and reliable scientific evidence.
- Words such as sustainable, natural, organic, regenerative, and similar assertions shall not be used without adequate, accurate, and accessible qualifiers.
The guidelines stress the importance of adequate disclosures for specific environmental claims, such as ‘natural,’ ‘organic,’ and ‘pure.’ This requirement is a significant step towards ensuring clarity and honesty in advertising. Please read the attached briefing and the notification to learn more.
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