Greenwashing No More: ASCI Proposes Draft Guidelines for Environmental Claims in Advertising

Greenwashing No More: ASCI Proposes Draft Guidelines for Environmental Claims in Advertising

Chennai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

Please check the attached release for more details.