These guidelines seek to foster truthful practices where environmental claims are both truthful and meaningful, thus enhancing consumer trust and encouraging sustainable business practices.

A committee chaired by Khare submitted its recommendations. Based on the recommendations of the committee the department placed the draft guidelines for greenwashing for public comments on 20 February 2024. Public suggestions were received from 27 stakeholders.

The suggestions include: environmental claims must be supported by disclosure about credible certification, and reliable scientific evidence; words such as sustainable, natural, organic, regenerative and similar assertions shall not be used without adequate, accurate and accessible qualifiers and adequate disclosures on claims are essential for environmental claims such as natural; organic; pure.

The guidelines are drafted due to the increase of advertisements of green (environmentally friendly) products and the growing number of environmentally aware consumers. And so, as per a press note circulated by CCPA, "the guidelines are progressive regulations intended to harmonise the proactive efforts of manufacturers and service providers to address environmental issues and rising consumer interest in environmentally positive goods and services."

The CCPA press note added, "These guidelines are designed not to stifle companies' environmental efforts of manufacturers and service providers but to ensure that such claims are transparent and made with integrity." Companies are encouraged to highlight their environmental initiatives, provided these claims are backed with proper disclosures and credible evidence. The primary goal of these guidelines is to shield consumers from misleading information while promoting genuine environmental responsibility within the business community.

(The guidelines are available on the Department of Consumer Affairs website Greenwashing_Guidelines.pdf (consumeraffairs.nic.in)