The Ministry of Consumer Affairs in India has introduced new guidelines aimed at curbing deceptive environmental claims, often referred to as “green-washing”. Companies making eco-friendly, green or sustainable claims must now substantiate their statements with evidence, whether on packaging or through digital means like QR codes and websites.

Terms such as “eco-friendly”, “zero emissions”, “natural” and “organic” will require clear validation. Failure to do so will result in penalties for misleading advertising and unfair trade practices.

These regulations are designed to promote transparency and ensure that consumers can trust the environmental claims of brands, fostering honesty in the growing eco-conscious market.

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