Combating Greenwashing: Guidelines On Misleading Environmental Claims In Advertisements Has Been Published

Environmental awareness, which has become more prominent as a result of the climate crisis, is one of the leading themes that companies opt for in their communication with consumers. Besides trying to maintain high levels of awareness about this issue through the relevant consumer group, companies utilize this strategy to keep up with the current global trends. An aberration from the humanistic intentions of such a strategy is a phenomenon known as greenwashing in which firms appear to be more environment-friendly than they actually are by providing misleading or false information about the environmental impact of their products to create an unfair advantage.

To prevent greenwashing, the General Directorate of Consumer Protection and Market Surveillance at the Ministry of Trade adopted the "Guide on Advertisements Containing Environmental Claims" ("Guide") as a principal decision numbered 2022/2 at the meeting of the Board of Advertisement ("Board") dated December