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Greenwashing rules push startups to reevaluate marketing and packaging strategies

Economic Times · 5m

Startups in the consumer, food, and food-tech industries are seeking legal advice on product labeling, packaging, and advertising content to ensure compliance with recent guidelines issued by the Central Consumer Protection Authority (CCPA) against greenwashing. The guidelines restrict the use of vague terms such as 'natural' or 'eco-friendly' without scientific evidence or third-party certification. Startups are exploring how to communicate environmental benefits without overstating their claims and are also seeking guidance on implementing required disclosures. Compliance with the guidelines is seen as an opportunity to build consumer trust and attract sustainable-focused investors.