The Competition and Consumer Commission of Singapore (CCS), under the Ministry of Trade and Industry, has announced a new guide to assist companies in navigating quality-related claims and avoiding potential greenwashing in their marketing efforts. This initiative addresses concerns regarding misleading claims about products, services, and businesses.
The guide was developed following a study launched by CCS in 2022, which revealed that over half of online product claims were vague, lacking sufficient detail or substantiation. The study also highlighted the use of technical language that complicates consumer understanding and verification. Environmental claims such as “environmentally friendly”, “eco-friendly”, “green”, or “sustainable” were identified as potentially vague and exaggerated relative to the actual environmental benefits.
CCS’s new guide outlines five key principles for businesses when making claims. These include ensuring claims are true and accurate, verified before communication, and periodically reviewed to prevent consumer deception. The guide also stresses the importance of clarity, advising businesses to use plain language and avoid jargon or vague statements. Claims should focus on significant product attributes, be accompanied by material information, and be substantiated by credible evidence. Comparisons with other products must be fair and substantiated, with supporting information presented clearly and early. Claims should be supported by evidence that is valid, specific, and up-to-date.
CCS Chief Executive Alvin Koh stated, “We want to ensure that environmental claims—and all quality-related claims—reflect genuine facts rather than empty promises. Greater transparency ultimately enables consumers to make informed decisions and promote competition on merit.”
For further details, access the new guidance [here](https://www.ccs.gov.sg/consumer-protection/legislation-and-guidelines/guide-on-quality-related-claims).
