Recent reporting shows that greenwashing — the practice of making inflated or misleading environmental claims remained in the spotlight through 2025, with at least 20 cases of questionable sustainability messaging publicly noted across sectors. This included emerging tactics like “greenrinsing,” where net-zero targets are set to attract investment only to be diluted or delayed later — intensifying calls for clearer, evidence-based claims. Simultaneously, regulators and enforcement bodies in Asia-Pacific and other regions have introduced or refined guidelines to address vague or exaggerated green marketing.

What greenwashing means:
Greenwashing refers to environmental claims that create an impression of sustainability without robust factual backing often through vague terms like “eco-friendly” or broad sustainability promises that lack clear evidence or transparency. It can include superficial rebranding, selective disclosure of minor improvements, or overstating environmental benefits while omitting broader impacts. This practice misleads consumers and investors and can erode trust in genuine sustainability efforts. 

India’s context:
In India, the Central Consumer Protection Authority (CCPA) has issued comprehensive Guidelines for Prevention and Regulation of Greenwashing and Misleading Environmental Claims, 2024, applying to manufacturers, service providers, advertisers and traders. These rules aim to curb deceptive environmental claims by requiring verifiable evidence, clear definitions and disclosures for environmental attributes, and prohibiting the use of generic green terms without substantiation. They are designed to align Indian consumer protection with growing expectations for transparency and accountability in sustainability communication. 

Conclusion:
As sustainability becomes a core part of consumer choice and corporate strategy, stakeholders globally, including regulators, consumer bodies and civil society, are pushing back against unsubstantiated environmental claims. Clearer rules, evidence requirements and stronger enforcement are shaping how companies communicate sustainability in 2026 and beyond, helping to distinguish meaningful environmental action from marketing gimmicks.