Is your soap really eco-friendly?

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The market is flooded with products claimed to be eco-friendly, toxin-free, cruelty-free, and natural. From toothpaste to soap, cosmetics to clothes, all products are being sold with herbal and natural label. But don’t blindly trust this label. It has become a marketing strategy. Companies spend more time and money on branding their products as environmentally friendly. Rather companies should use money to reduce the adverse impact on the environment. This is called greenwashing. Consumers who buy expensive eco-friendly products often fall victim to it. But are the products they are buying genuinely eco-friendly? or are these products just coated with the cover layer of greenwashing?

According to a report from an Indian retailer, the market for organic products in India is expected to reach $10 billion by 2025 with a CAGR of 25%. This indicates a growing demand for such products among Indians. To meet this demand, some companies resort to misleading eco-friendly packaging for their products.

Under the Consumer Protection Act, 2019, consumers have the right to receive complete information about the quality, quantity, purity, standards, effects, and price of goods or services. Hiding information, providing incomplete details, and false labeling come under unfair trade practices. Consumers have the right to file complaints against companies or service providers involved in any form of unfair trade practices.

The Consumer Affairs Ministry will also introduce strict rules against greenwashing. The government will bring guidelines that will require companies producing eco-friendly or organic products to disclose the truth behind their environmental claims. These rules will apply to all advertisements, service providers, product sellers, advertisers, or advertising agencies that are involved in advertisement and sale of such goods or services.

According to the guidelines, a company claiming environmental benefits must provide information about all product materials through QR codes. It can also provide information via web addresses on its products and advertisements. All data related to research must be disclosed. Reliable evidence must be provided to verify all environmental claims. Preparations are underway to restrict the use of words such as ‘green,’ ‘eco-friendly,’ ‘eco-consciousness,’ ‘good for the planet,’ ‘cruelty-free’ because such words can mislead consumers. Violation of the Consumer Protection Act, 2019, may result in action if the corporate is found guilty of greenwashing.

Experts working on consumer rights say, that the guidelines won’t be effective until laws are enacted.  Only guidelines are not enough to prevent large-scale greenwashing.

To protect yourself from greenwashing, unless and until the regulations become part of a law, you will have to be vigilant. Next time when you buy an eco-friendly product, don’t trust just the catchy tagline of the advertisement. Check the list of ingredients used in the products. Gather information about it.  Read about the company’s background and find out more relevant information about it. This is the only way you will be able to filter products at your level.