Singapore\u2019s Ministry of Trade and Industry\u2019s Competition and Consumer Commission of Singapore (CCS) announced today the issuance of a new guide aimed at helping companies navigate quality-related claims and avoid potential greenwashing in marketing about their products, services and their businesses.<\/p>\n
While referring broadly to claims relating to the qualities, uses or benefits associated with products or businesses, CCS said that the new guide was developed following concerns raised over potential greenwashing, and enforcement actions it has taken recently around businesses making misleading claims. In 2022, CCS launched a study into greenwashing, which found that more than half of online product claims were found to be vague with insufficient elaboration or details to support the claims, and that claims often use technical language that made it difficult for consumers to understand or verify. CCS also said that environmental claims such as \u201cenvironmentally friendly\u201d, \u201ceco-friendly\u201d, \u201cgreen\u201d, or \u201csustainable\u201d could be vague and prone to exaggeration relative to the actual environmental benefits of the product.<\/p>\n
CCS\u2019 new guide focuses on five key principles for businesses to follow in making claims, including \u201cClaims should be true and accurate,\u201d with claims verified before being communicated, ensuring that they do not mislead consumers, and are periodically reviewed; \u201cClaims should be clear and easily understood,\u201d including considering how an average consumer may interpret the claim, using plain language, and avoiding technical jargon or vague or overly broad statements or imagery ; \u201cClaims should be meaningful,\u201d with a focus on material product attributes rather than insignificant, standard or mandatory product features, and that comparisons with other products should be fair and substantiated; \u201cClaims should be accompanied by material information,\u201d including providing sufficient substantiation, presenting supporting information in an accessible manner as early as possible, and clearly stating assumptions, limits or conditions underlying the claim, and; \u201cClaims should be supportable by evidence,\u201d including substantiating claims reasonably with credible evidence, backing claims with evidence that is valid, specific and up to date, and ensuring that claimed goals should be made with the intention to achieve them and are reasonably achievable.<\/p>\n
CCS\u2019s Chief Executive, Mr Alvin Koh said:<\/p>\n
\u201cWe want to ensure that environmental claims\u2014and all quality-related claims\u2014reflect genuine facts rather than empty promises. Greater transparency ultimately enables consumers to make informed decisions and promote competition on merit.\u201d<\/p>\n