No 'green-washing': Products must back eco-friendly claims with scientific evidence, mandate new norms

NEW DELHI: Any product claiming to be eco-friendly, good for the planet, organic or sustainable must disclose the basis of such claims with credible certifications or scientific evidence . Failure to do so will attract penalties for misleading advertising and unfair trade practices, as per the new guidelines on the prevention of ‘green-washing’ or misleading environmental claims .

The guidelines that came into force on Tuesday specify that manufacturers and service providers making such claims will have to disclose the information on the pack, advertisement, QR codes or website.

Claims such as ‘Cruelty-free’, ‘Carbon Neutral’, “100% Natural’ and ‘Plastic-free’ will also have to be supported by disclosures based on scientific evidence, certificates from statutory entities or independent third-party verifications. Additionally, they also have to specify whether the claim refers to the product as a whole, its manufacturing process, packaging, usage, or disposal.

The norms are applicable to manufacturers, service providers, traders, advertising agencies and endorsers. The guidelines are not applicable to the mission statement of a firm.

Green-washing refers to claims by companies about products and services having no or less adverse impact on the environment.

On whether govt would give some time for companies to exhaust their stocks, Union consumer affairs secretary and chief commissioner of Central Consumer Protection Authority, Nidhi Khare said, “We have spent almost a year talking to industry and other stakeholders. By now all are aware of the contours and their responsibility... The guidelines do not prohibit environmental claims but seek to ensure they are made with integrity and transparency.”

She added that any deceptive or misleading practices, which include concealing or omitting relevant information for making vague, false or unsubstantiated environmental claims come under the guidelines.

The guidelines also specify that while using technical terms like ‘environmental impact assessment (EIA)’, ‘green house emission’ and ‘ecological footprint’, companies must use consumer-friendly language and explain the meaning and implications of such technical claims.