Greenwashing: When Eco-Friendly Claims Are Illegal in India

Yes, fake or vague eco-friendly claims are illegal in India since 15 October 2024. On that date the Central Consumer Protection Authority (CCPA) issued the Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024. A seller using words like “green,” “natural,” “eco-friendly,” or “sustainable” without proof is making a misleading advertisement under the Consumer Protection Act 2019, and you can complain.

Short on time? Jump to How to complain about greenwashing. Save a screenshot of the ad first, then file on the National Consumer Helpline (1915) or e-Daakhil.

A green claim is legal only when the seller can back it up. A vague or unproven claim is greenwashing. The table below shows the difference with everyday examples.

The pattern is simple. A legal claim names the specific aspect (ingredient, packaging, process) and gives evidence. Greenwashing uses feel-good words and pictures with nothing behind them.

The CCPA is the regulator. It was set up under Section 18 of the Consumer Protection Act 2019 (CPA 2019) to regulate misleading advertisements that harm consumers. It used that mandate to issue the greenwashing guidelines.

The guidelines define greenwashing in Section 2(f). Greenwashing means any deceptive or misleading practice, including concealing or omitting relevant information and making vague, false, or unsubstantiated environmental claims. The CCPA singled out terms such as “natural,” “eco-friendly,” and “green” used without proof.

Sellers must back claims with credible evidence: the methodology and data behind a claim, or a genuine third-party certification. Note: obvious hyperbole and puffery are excluded, so harmless brand slogans are not greenwashing. When a green claim is false or unproven, it becomes a misleading advertisement, and the CPA 2019 penalties apply.

The CCPA can act under Section 21 of CPA 2019. It can order the ad stopped, order a corrective ad, and impose a penalty up to ₹10 lakh on the manufacturer or endorser. For a repeat contravention the penalty can extend to ₹50 lakh. An endorser can be banned from endorsements for up to 1 year, and up to 3 years for a repeat.

Section 89 of CPA 2019 is the criminal penalty. A manufacturer or service provider who causes a false or misleading advertisement prejudicial to consumers can face imprisonment up to 2 years and a fine up to ₹10 lakh. For every later offence, the term can extend to 5 years and the fine to ₹50 lakh.

Use this quick test before you trust a green label.

1. Vague words, no proof. “Eco-friendly” or “green” with no explanation is a red flag.
2. No certification named. A real claim names the certifier or standard.
3. Hidden scope. “Carbon neutral” that secretly covers only one factory, not the product.
4. Selective honesty. The ad shouts one green feature and hides a bigger harm.
5. Green imagery only. Leaves, forests, and the colour green are not evidence.

If a claim fails this test, keep the evidence and complain.

You do not need a lawyer to start. Follow these steps in order.

Screenshot the advertisement, the product page, the label, and the price. Note the date, the brand, the seller, and the exact words used. Screenshots are your proof, so capture them before the seller edits the listing.

Call 1915 or use the NCH portal or UMANG app to lodge a grievance. The National Consumer Helpline is the fastest first channel and can take up your greenwashing complaint against the brand.

If the helpline does not fix it, file a formal consumer complaint on the e-Daakhil portal at https://edaakhil.nic.in. You can claim a refund, replacement, or compensation. The free National Consumer Helpline 1915 walkthrough covers the steps before you escalate.

The CCPA acts against misleading advertisements at scale. Send your evidence to the Department of Consumer Affairs so the regulator can investigate the brand under Section 21. A CCPA order can stop the ad nationwide, not just for you. See our guide on how to complain about a misleading advertisement in India.

For deceptive online design tricks, see the sibling guide on dark patterns and your rights under the CCPA 2023 guidelines.

• Screenshot the green claim, the label, and the seller details right now.
• Write down the exact misleading words and today's date.
• Lodge a grievance on the National Consumer Helpline (1915 or the NCH portal).
• If you paid for the product, open https://edaakhil.nic.in and start a consumer complaint.
• Keep all receipts and packaging as physical evidence.

For more on consumer rights and filing strategy, see The RTI Playbook.

Yes. Since 15 October 2024 the CCPA Greenwashing Guidelines 2024 treat vague or unproven green claims as misleading advertisements under the Consumer Protection Act 2019. A misleading advertisement can draw a penalty up to ₹10 lakh under Section 21, and imprisonment up to 2 years with a fine up to ₹10 lakh under Section 89.

Words like “eco-friendly,” “green,” “natural,” “organic,” and “sustainable” become greenwashing when used without proof. The CCPA wants every environmental claim backed by credible evidence, a clear disclosure, or a genuine third-party certification. The same words are legal when the seller names the specific aspect and shares the data.

No. The guidelines do not stop honest green marketing. They only require claims to be truthful and substantiated. A seller can highlight a genuine environmental benefit as long as it discloses the scope and evidence. Obvious hyperbole and puffery are excluded.

Manufacturers, service providers, and endorsers can all be held liable. Under Section 21 the CCPA can fine a manufacturer or endorser up to ₹10 lakh and ban an endorser from endorsements for up to 1 year. An endorser who did proper due diligence on the claim has a defence.

You do not have to prove it scientifically. You record the claim and ask the seller to substantiate it. Under the guidelines the burden is on the seller to back the claim with data or certification. Your screenshots and the seller's failure to disclose evidence carry the complaint.

Start with the National Consumer Helpline on 1915. If that does not resolve it, file a formal complaint on the e-Daakhil portal at https://edaakhil.nic.in for a refund or compensation. To trigger regulatory action against the brand, report the misleading advertisement to the CCPA at the Department of Consumer Affairs.

The National Consumer Helpline is free. A formal consumer complaint on e-Daakhil carries a small court fee that depends on the value of your claim, and complaints up to ₹5 lakh are exempt from fee. Reporting a misleading advertisement to the CCPA for regulatory action does not require you to pay the brand or the regulator.

• Press Information Bureau, “Central Consumer Protection Authority Issues Guidelines for Prevention and Regulation of Greenwashing and Misleading Environmental Claims,” 15 October 2024 (PRID 2064963).
• Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024, Department of Consumer Affairs (consumeraffairs.nic.in), Section 2(f) definition.
• Consumer Protection Act 2019, Section 18 (CCPA mandate), Section 21 (directions and penalties on misleading advertisements), Section 89 (punishment for false or misleading advertisement), indiacode.nic.in.

• Dark patterns and your rights under the CCPA 2023 guidelines
• How to complain about a misleading advertisement in India
• The free National Consumer Helpline 1915 walkthrough