Beginning of the end of Greenwashing
As per the ASCI guildelines
Greenwashing is termed as false or misleading claims about products, services, processes or operations to give the impression that they are less harmful or more beneficial to the environment than they actually are.
Must DISCLOSE: • Carbon offset claims where the offset does not occur within the next two years” • The specifics of the eco-friendly aspects of a product • Whether the claim is be based on the full life cycle of the product or specific parts
Must REFRAIN from: • Diluting the claims through disclaimer or any other mechanism • A misleading green claim because the product is “free-of” environmentally damaging ingredient, unless it is found in the competing products • Visuals conveying a false impression that the product is beneficial to the environment
NOT ACTUALLY G R E E N
LEADING
BRAND IS THE PRODUCT SUSTAINABLE OR ONLY BRANDED TO LOOK LIKE SO?
Robust DATA/ CERTIFICATION needed for: Absolute claims such as
Visuals showing should clarify what attributes of the product
T
S
certification or seals
MU
•
O B NN R A E C
RAL UT
“sustainable”
GOIN G
“eco-friendly” or
LS
“environment friendly”,
AI
•
GIVE DET
are certified •
A spirational claims about future environmental objectives
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