Singapore’s Ministry of Trade and Industry, through the Competition and Consumer Commission of Singapore (CCS), has issued a new guide to help companies navigate quality-related claims and avoid potential greenwashing in marketing their products, services, and businesses.

The guide addresses claims about the qualities, uses, or benefits of products and businesses, and follows concerns over misleading marketing and recent enforcement actions. In 2022, CCS conducted a study on greenwashing, which revealed that over half of online product claims were vague, lacked sufficient supporting details, or used technical language that was difficult for consumers to understand or verify. CCS also highlighted that environmental claims such as “environmentally friendly,” “eco-friendly,” “green,” or “sustainable” can be ambiguous and often exaggerated compared to the actual environmental benefits.

The new guide emphasizes five key principles for companies making claims:

1. Claims should be true and accurate – verified before communication, not misleading, and periodically reviewed.

2. Claims should be clear and easily understood – presented in plain language, avoiding technical jargon, vague statements, or broad imagery, and considering consumer interpretation.

3. Claims should be meaningful – focusing on material product attributes, avoiding insignificant or standard features, and ensuring fair and substantiated comparisons.

4. Claims should be accompanied by material information – providing sufficient, accessible supporting details, and clearly stating assumptions, limits, or conditions underlying the claim.

5. Claims should be supportable by evidence – substantiated with credible, up-to-date evidence, and ensuring goals are realistic and achievable.

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