Green claims, henceforth will be dealt with an iron hand in India!
A recent headline, “Govt Seeks to Check Ads with False Environment Claims,” resonated with me deeply. It echoes my previous blog on tightening global regulations against greenwashing. Attention greenwashers: India is tightening its grip on misleading environmental claims.
The government announcement is an exciting initiative. We will have guidelines on green claims made by companies. Besides, it will empower consumers to discern genuine eco-friendly practices from mere marketing jargon.
Transparency is key:
These guidelines aim to bring much-needed transparency to claims like “eco-friendly,” “environmentally conscious,” and “cruelty-free.” Manufacturers will be required to specify the basis of their claims under defined categories, such as product materials, packaging, manufacturing processes, transportation, usage, disposal, or services offered.
Importantly, these claims must be backed by evidence and, where applicable, verified by third-party certifications.
India’s green claims landscape lacked a unified approach, with calls for action scattered across various segments. Recognizing the need for better consumer protection in greenwashing, the Ministry of Consumer Affairs has established a committee. This committee comprises industry bodies like FICCI, CII, ASCI (Advertising Standard Council of India, MAIT (Manufacturing Association Information Technology), and IBHA (Indian Beauty and Hygiene Association). Its role is to look into the growing concerns regarding greenwashing.
What truly excites me is the synchronicity of India’s greenwashing crackdown with the rollout of its Environmental, Social, and Governance (ESG) regulations. This two-pronged approach demonstrates a commitment to responsible business practices and sustainable development, placing India at the forefront of global environmental efforts.
The new guidelines will mark a significant step towards empowering Indian consumers and building trust in the marketplace. By ensuring transparency and accountability in environmental claims, India can foster a more sustainable future.
