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Singapore’s Ministry of Trade and Industry, through the Competition and Consumer Commission of Singapore (CCS), has released a new guide to help companies make accurate and verifiable claims about their products, services, and sustainability practices. The move comes amid growing global scrutiny of greenwashing, the practice of making misleading or exaggerated environmental claims and increasing local enforcement actions against deceptive marketing.
The guide was introduced following CCS’s 2022 study on greenwashing, which revealed that more than half of online environmental claims were vague or lacked sufficient details to substantiate their assertions. Terms such as “eco-friendly,” “green,” “environmentally friendly,” and “sustainable” were often found to be overly broad, making it difficult for consumers to assess the real impact of products.
To address these issues, the new CCS guide outlines five core principles for responsible marketing:
>> Claims should be true and accurate – Businesses must verify all environmental or product-related claims before communication, ensure they do not mislead consumers, and review them periodically.
>> Claims should be clear and easily understood – Companies are urged to use plain language, avoid technical jargon, and ensure that average consumers can interpret the claims correctly.
>> Claims should be meaningful – Focus should remain on material attributes that reflect genuine environmental benefits, rather than on minor or standard product features. Comparative claims must also be fair and substantiated.
>> Claims should be accompanied by material information – Businesses are expected to provide sufficient substantiation early and transparently, outlining any assumptions, limits, or conditions behind the claims.
>> Claims should be supportable by evidence – All claims must be backed by credible, specific, and up-to-date data or certifications. Ambitious sustainability goals should only be communicated if they are realistically achievable.
Through this guidance, Singapore aims to strengthen consumer trust, promote transparency in environmental marketing, and ensure that sustainability-driven communication aligns with actual performance. The framework reinforces the government’s broader efforts to encourage fair competition and integrity in sustainability claims, positioning Singapore as a regional leader in responsible green communication.
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