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Guidelines for Green Claims
January 29 , 2024
305 days
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- Advertising Standards Council of India (ASCI) has issued its guidelines to prevent false pro-environment claims.
- The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims.
- This will be effective from February 15, 2024, these mandate that green claims in ads are reliable, verifiable and transparent.
- Ads making relative claims like “greener” or “eco-friendlier” must provide evidence.
- Ads cannot market legal compliance itself as an environmental achievement.
- Brands cannot highlight the absence of one damaging component that competitors also lack as an ecological benefit.
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