CCPA’s New Guidelines on Greenwashing in Advertising
The Central Consumer Protection Authority (CCPA) has issued guidelines to curb greenwashing in advertisements, mandating scientific evidence or third-party certification for environmental claims. Aimed at transparency, these guidelines target misleading eco-friendly terms like “natural” and “sustainable.” Startups, particularly in consumer sectors, are seeking legal guidance to ensure compliance with these new requirements, focusing on reliable claims and revising marketing strategies. The guidelines help build consumer trust, attract sustainability-focused investors, and position companies positively. By emphasizing authentic eco-friendly practices, the guidelines are expected to enhance accountability and support accurate environmental claims.
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