Guidelines 1 explained: this guide covers what it means, who it applies to, the step-by-step process, documents required, fees, due dates and penalties in India — so you can stay compliant with confidence and avoid costly mistakes.
The CCPA's Greenwashing Guidelines set the rules for claims that a product, packaging, process or service is good for the environment. Guidelines 1 to 4 give the title, define "environmental claims" and "greenwashing" (including what greenwashing does not cover), say who is bound and prohibit greenwashing and misleading environmental claims.
The guidelines were issued by the Central Consumer Protection Authority (CCPA) in 2024 (F. No. CCPA/28/2023-CCPA (Reg)) under the Consumer Protection Act, 2019, and state that they are "in furtherance to" the 2022 Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements; see the article on guidelines 1 to 3 of those guidelines. This article takes the greenwashing guidelines as amended up to 3 October 2026 (no amendment listed by the CCPA). Later amendments should be checked on the CCPA website. For the Act, see the articles on section 18 and section 21.
An environmental claim is any representation in any form about goods (or a component), the manufacturing process, packaging, manner of use or disposal, or a service or the process of providing it, that suggests environmentally friendly attributes to convey environmental responsibility. Greenwashing is a deceptive or misleading practice, including concealing or exaggerating, and the use of misleading words, symbols or imagery that emphasise positive aspects while downplaying harmful ones. It does not include obvious hyperbole or puffery, generic colour schemes or pictures that do not mislead, or a company mission statement that is not specific to a product or service. No person to whom the guidelines apply may engage in greenwashing.
Brands, retailers and agencies that make sustainability claims can ask for compliance advisory support on how the definitions apply to a label or campaign.
Guideline 1: title
Guideline 1 gives the title: the Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024. Guideline 1 states no separate commencement date, so a business should check the CCPA website for the position on commencement.
Guideline 2: definitions
Terms borrowed from other texts
- Act: the Consumer Protection Act, 2019.
- Advertisement: as defined in the Act.
- Advertiser, advertising agency, service provider: as in the 2022 guidelines on misleading advertisements.
"Environmental claims": guideline 2(1)(e)
"Environmental claims" means any representation in any form regarding:
- any goods (in its entirety or as a component), the manufacturing process, packaging, the manner of use of the goods, or its disposal; or
- any service (or any portion of it) or the process involved in providing the service,
"suggesting environmentally friendly attributes aimed to convey a sense of environmental responsibility or eco-friendliness".
The Explanation says it may include claims, but not limited to, about:
- having a neutral or positive impact on the environment or contributing to sustainability;
- causing less harm to the environment compared to a previous version of the same product or service;
- causing less harm to the environment than competing goods or services; and
- being more beneficial to the environment or possessing specific environmental advantages.
The definition is wide. It covers a product's contents, its making, its packaging, its use and its disposal, and also services. "In any form" includes text, symbols, images, QR codes and spoken statements.
"Greenwashing": guideline 2(1)(f)
"Greenwashing" means:
- any deceptive or misleading practice, which includes concealing, omitting or hiding relevant information, by exaggerating, making vague, false or unsubstantiated environmental claims; and
- use of misleading words, symbols or imagery, placing emphasis on positive environmental aspects while downplaying or concealing harmful attributes.
What greenwashing does not include
The definition "shall not include":
- (i) use of obvious hyperboles or puffery;
- (ii) the use of generic colour schemes or pictures, either not amounting to any deceptive or misleading practice; or
- (iii) a company mission statement that is not specific to any product or service.
The guideline gives an illustration. If a company's mission statement says "its growth will be based on sustainability principles", that is not treated as an environmental claim. But if the company adds "and all its products are manufactured in sustainable manner", then "such an environmental claim will be examined for greenwashing".
The line is therefore specificity. A general corporate aspiration is outside; a claim tied to products is inside.
An invented example: GreenLeaf Foods says in its annual message that it "aims to grow responsibly". That is a mission statement and is not treated as an environmental claim. If its packaging says "made in a sustainable manner", the claim is about the product and is examined for greenwashing.
Guideline 3: application
The guidelines apply to:
- (a) all environmental claims; and
- (b) a manufacturer, service provider or trader whose goods, product or service is the subject of an advertisement, or an advertising agency or endorser whose service is availed for the advertisement of such goods, product or service.
The structure mirrors guideline 3 of the 2022 guidelines. Brands, agencies and endorsers (including influencers) are all within it.
Guideline 4: prohibition
"No person to whom these guidelines apply shall engage in greenwashing and misleading environmental claims." This is the operative ban. The conditions for supporting a claim, the disclosure duties and the rules on aspirational claims follow in guidelines 5 to 7, explained in the article on guidelines 5 to 10 and the guidance note.
Consequences
Guideline 10 says that the provisions of the Act apply in case of contravention. The Act's provisions on misleading advertisements and non-compliance are in the articles on section 21 and sections 88 and 89. This article quotes no penalty. The general overview of the topic is in the post on misleading advertisements under the Act.
A quick test for a sustainability message
| Question | If yes |
|---|---|
| Does it say or imply that a product, packaging, process or service is good for the environment? | It is an environmental claim |
| Is the statement general to the company and not tied to any product or service? | May fall within the mission statement exclusion |
| Is the language vague, exaggerated or unsupported, or does it hide harmful attributes? | Risk of greenwashing |
| Is a picture or colour scheme only decoration and not misleading? | May fall within the generic colour or picture exclusion |
| Is the statement obvious puffery that no reasonable person takes literally? | May fall within the hyperbole exclusion |
Need help with sustainability claims?
Environmental claims on packaging, websites and social media must be backed by evidence. Our compliance advisory team can review your claims against the definitions and prepare a checklist for the proof you should hold.
Key takeaways
- An environmental claim is any representation suggesting environmentally friendly attributes of goods, their making, packaging, use or disposal, or of a service.
- Greenwashing includes deceptive practices and misleading words, symbols or imagery that stress positive aspects while downplaying harm.
- Obvious hyperbole, non-misleading generic colour schemes or pictures and company mission statements not specific to a product or service are excluded.
- A mission statement that adds a product-specific sustainability statement becomes an environmental claim to be examined.
- The guidelines apply to manufacturers, service providers, traders, agencies and endorsers.
- No person to whom they apply may engage in greenwashing.
Read next
- Guidelines 5–10 and the guidance note: substantiation, disclosures and aspirational claims
- Guidelines 1–3 of the Misleading Advertisements Guidelines, 2022
- Misleading advertisements under the Consumer Protection Act, 2019
- Section 21: false or misleading advertisements and penalties
Disclaimer: Based on the rules, regulations and guidelines named above as published in the Gazette of India or on the CCPA website, with the amending notifications the article names (consulted on 3 October 2026). Later amendments, the Consumer Protection Act, 2019 provisions referred to, State rules and CCPA advisories should be checked. This article is general information, not legal advice; check the official text before acting.