The government on Tuesday unveiled comprehensive guidelines to regulate greenwashing and misleading environmental claims by companies, aiming to protect consumers and promote transparency in eco-friendly marketing.

Greenwashing refers to companies’ claims about any product or service having a climate-friendly impact.

The new guidelines, published by the Department of Consumer Affairs, aim to ensure that eco-friendly claims are supported by verifiable evidence and clear information.

Speaking to the media, Consumer Affairs Secretary Nidhi Khare stressed that the guidelines do not prohibit environmental claims but aim to ensure that they are made with integrity and transparency.

“These claims must be supported by verifiable evidence and independent studies,” the secretary said.

For example, terms such as “100% eco-friendly”, “zero emissions” and “cruelty-free” must now be justified with precise and accessible qualifiers.

The guidelines provide definitions of “greenwashing” and “environmental claims” to establish clear parameters.

Companies are required to use user-friendly language for technical terms, while comparative environmental claims must be based on verifiable and relevant data, with specific aspects of the comparison disclosed.

Ambitious or futuristic environmental claims can only be made if they are supported by clear and achievable plans, she added.

The new guidelines require companies making environmental claims to disclose all material information in their advertisements or communications, either through QR codes, URLs or other digital media.

They must also clarify whether the claim refers to the product as a whole, its manufacturing process, its packaging, its use or its disposal.

Specific environmental claims, such as “compostable,” “degradable,” “recyclable,” and “net zero,” must be supported by credible certification, reliable scientific evidence, or third-party verification. This information should be easily accessible to consumers.

The guidelines also address the use of technical terms, requiring companies to provide user-friendly explanations for concepts such as “environmental impact assessment” and “ecological footprint.”

Although these guidelines are in addition to existing regulations, the Ministry of Consumer Affairs has clarified that in the event of a conflict with specific laws, the latter will prevail. The decision of the central authority will be final in the event of ambiguity or dispute of interpretation.