What is Greenwashing?
Description
What is Greenwashing?
Greenwashing is when an organization spends more time and money on marketing itself as environmentally friendly than on actually minimizing its environmental impact. It’s a deceitful marketing gimmick used by companies to exaggerate their environmentally friendly actions. It is intended to mislead consumers who prefer to buy goods and services from environmentally conscious brands.
Companies can also greenwash initiatives with vague claims that don't provide real data or scientific validation for the claims. Using terms such as sustainable, green or eco-friendly -- or just claiming to be "good for the planet" or "better for the environment" -- can help organizations appear to be greener.
Some common techniques for greenwashing used are:
Nature-based imagery—such as trees, leaves, or animals—on product packaging and in advertisements can imply sustainability, even if the company or product either actively harms the environment or takes no real steps to protect it.
Environmental buzzwords that have no legal weight—like “natural” or “eco-friendly”—and tell you little about a company’s specific sustainability practices are also everywhere. This language is intentionally vague enough to remain subjective and unregulated while still attempting to convince customers of a product’s benefits.
Products that lean on official-looking labels. Companies that produce plastic products often try to assuage consumer guilt by prominently featuring the ubiquitous recycling symbol or language like “please recycle” on the packaging. The logo may make someone feel like the choice is greener even if that type or mix of plastic is difficult to recycle in practice.
Impact of greenwashing
The impact of greenwashing can be significant and detrimental.
Firstly, it erodes consumer trust and confidence in genuinely sustainable products and companies, leading to skepticism and cynicism among consumers.
Secondly, it can mislead consumers into making purchasing decisions based on false or exaggerated environmental claims, thereby diverting attention and resources away from truly sustainable alternatives.
Thirdly, greenwashing undermines legitimate efforts to address environmental challenges by allowing companies to continue unsustainable practices under the guise of environmental responsibility.
What are the penalties if a business is found guilty of Greenwashing in India?
If any advertisement or statement containing environmental claims is found to be unsubstantiated, non-verifiable or otherwise contrary to the provisions of the Guidelines, it may attract imprisonment for a term extending to two (02) years and fine extending to ten lakh Rupees (INR 10,00,000). For every subsequent offence, the punishment may extend to imprisonment for up to five (05) years and a fine of up to fifty lakh Rupees (INR 50,00,000).
