Guidelines for Advertisements Making Environmental/Green Claims

January 19, 2024

The Advertising Standards Council of India (ASCI) has introduced guidelines to prevent misleading environmental claims, known as greenwashing, frequently seen across sectors. Effective February 15, 2024, these mandate that green claims in ads are reliable, verifiable and transparent.

Ensuring Reliable Green Claims

Brands must provide robust supporting data or credible certifications for any environment-friendly assertions about their products or services per the guidelines. This enables consumers to make informed eco-conscious purchase choices.

Curbing Misleading Claims

The guidelines target preventing greenwashing – deceptive sustainability claims about items. ASCI categorizes greenwashing as violating its code emphasizing honest advertising. Consumers pay premiums for genuine green products and deserve factual information to choose them.

Supporting Genuine Green Products

The guidelines allow brands offering demonstrably greener goods to effectively communicate their environmental benefits to willing eco-aware buyers. This incentivizes authentic sustainable transformations across sectors.

Comparative Claims Require Proof

Ads making relative claims like “greener” or “eco-friendlier” must provide evidence of the advertised offering’s superior environmental gains over alternatives – past versions or competitor products.

Preventing Cherry-picking

Brands cannot highlight the absence of one damaging component that competitors also lack as an ecological benefit. For example, touting a “formaldehyde-free” shampoo falsely implies a unique advantage if formaldehyde has been broadly phased out across shampoos.

No Legal Compliance Claims

Ads cannot market legal compliance itself as an environmental achievement if competing wares meet identical compulsory standards. For instance, efficiency regulations met by all refrigerators cannot be pitched as eco-friendly progress.

Required Credible Certifications

ASCI mandates environmental assertions be backed by national or international accreditation from bodies like the UN or Bureau of Indian Standards. This provides external validation evidence for the green marketing claims.

Rising Consumer Activism

With growing environmental consciousness, Indian consumers increasingly favor firms reflecting shared green values through ethical practices beyond profits. Any perceived greenwashing erodes consumer trust and provokes activism challenging disingenuous branding.

Precedent for Strong Actions

ASCI previously ordered ads withdrawn over unsubstantiated sustainability claims about products ranging from building materials to detergents. Its stringent stance sends a strong signal that greenwashing will elicit penalties.

Government Emphasis on Accountability

India’s government has also expressed concerns over false green marketing. ASCI’s guidelines represent self-regulation driving accountability on environmental advertising claims before stricter official interventions emerge.

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