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Government releases guidelines to prevent

greenwashing by brands

Brands will need to ensure that tic-free or renewable, among others,
claims such as “clean”, “green”, “eco- must be supported with “credible cer-
friendly”, “good for the planet”, “natu- tifi cation, reliable scientifi c evidence
ral”, “organic”, “pure” or “sustainable” or statutory or third-party independent
are backed with credible disclosures and verifi cation,” the guidelines added.
evidence. In a bid to protect consumer Players found to be fl outing these
interests, the government has released guidelines will be penalised for mis-
comprehensive guidelines for preven- leading ads and unfair trade practices.
tion and regulation of greenwashing and
misleading environmental claims. to the manufacturing process, packag- Ms. Khare added that these guide-
ing or manner of use and disposal of lines do not seek to stifl e companies’
Greenwashing refers to deceptive their products. Also, brands must back environmental efforts but to ensure
and misleading marketing tactics used their comparative green claims with these claims are made with integrity and
by brands to make false or exaggerated- verifi able and relevant data and not just transparency. “The primary goal of these
claims related to the environment. This highlight favourable data. guidelines is to shield consumers from
is done by often using vague or unsub- misleading claims and foster a market-
stantial terms. Ms. Nidhi Khare, Secretary, Depart- place where environmental claims are
ment of Consumer Affairs, said this is truthful,” she added. The guidelines also
The guidelines stated that manufac- in line with international best practices stressed that even aspirational or futuris-
turers and service providers will need and guidelines implemented inmar- tic green claims can only be made when
to substantiate their environmental ketssuch as the US, Australia and they are supported by clear and action-
claims with credible evidence. They Europe. able plans. Brands often make futuris-
cannot use “generic terms” such as tic claims in terms of achieving certain
pure, organic, eco-friendly or green, Specifi c claims goals such as reduction of carbon emis-
among others, without substantiation, Specifi c environment-related claims sions or reduction in plastic use by a cer-
and there must be“accessible and veri- such as compostable, recyclable, plas- tain timeline in the future.
fi able” evidence based on independent
studies or third-party certifi cation. It CROP PRODUCTIVITY
also stressed that consumer-friendly
language must be used to explain the CSSRI inks MoU with Syngenta to
meaning and implication of technical
terms such as greenhouse gas emission- improve crop productivity
sor Environmental Impact Assessment.
The Indian Council of Agricultural boost productivity while ensuring
These guidelines will be applicable Research (ICAR)-Central Soil Salinity long-term environmental sustainability.
on manufacturers, service providers, Research Institute (CSSRI), Karnal, has Dr. R.K. Yadav, Director, ICAR-CSSRI,
traders, ad agencies and endorsers. signed a memorandum of understand- and Mr. Susheel Kumar, Country Head
ing (MoU) with leading agrochemicals and Managing Director, Syngenta India,
“Any person making environmental company, Syngenta India, to focus on signed the MoU.
claims shall disclose all material infor- promoting sustainable agricultural
mation in the relevant advertisement practices and improving soil health and Dr. Yadav expressed hope that this
or communication or either by insert- resilience in salt-affected areas. initiative would contribute to more effi -
ing a QR code or URL,” the guidelines cient farming methods and help secure
stated. Brands will also need to clarify The collaboration aims at support- food security in the face of growing
whether their green claims are related ing farmers in adopting practices that environmental challenges.

152 Chemical Weekly November 12, 2024

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