Open Access Research Article

GREENWASHING IN FASHION: WHEN CAN SUSTAINABILITY CLAIMS BECOME LEGALLY MISLEADING?

Author(s):
ADVAIT MADHU AVIK SAPAL MANAN RUDRAKSH THOURWAL
Journal IJLRA
ISSN 2582-6433
Access Open Access
Volume 3
Issue 7
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Abstract

Abstract

Fashion businesses increasingly sell environmental reassurance alongside clothing. The legal difficulty is that a sustainability claim can contain a true statement while communicating an unjustified impression about a garment, collection or business. This article examines that problem through Indian consumer protection law, with comparisons drawn from European Union legislation, United Kingdom advertising enforcement and United States environmental marketing guidance. It argues that liability should turn on the relationship between the claim consumers encounter, the scope of the evidence supporting it and the visibility of its limitations. Neither an environmentally imperfect product nor an unsuccessful transition target establishes greenwashing by itself. Conversely, accurate fibre percentages, genuine certifications and publicly available reports do not excuse a misleading overall representation. The article applies this approach to recycled content, lifecycle comparisons, labels, circularity programmes and climate claims. It proposes fashion-specific Indian guidance, proportionate substantiation duties and coordinated corrective remedies, while explaining why truthful advertising cannot substitute for regulation of production, labour conditions and textile waste.

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Author Details

Authors: ADVAIT MADHU, AVIK SAPAL, MANAN & RUDRAKSH THOURWAL
Registration ID: 1013239 | Published Paper ID: IJLRA13239, IJLRA13240, IJLRA13241 & IJLRA13242
Year: Oct-2026 | Volume: 3 | Issue: 7
Approved ISSN: 2582-6433 | Country: Delhi, India
Page No.: 1-17

Article Information

GREENWASHING IN FASHION: WHEN CAN SUSTAINABILITY CLAIMS BECOME LEGALLY MISLEADING?

Authors: ADVAIT MADHU, AVIK SAPAL, MANAN, RUDRAKSH THOURWAL

  • Journal IJLRA
  • ISSN 2582-6433
  • Volume 3
  • Issue 7
Citation Download Paper Full Details Search on Google Search on Google Scholar

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International Journal for Legal Research and Analysis

  • AbbreviationIJLRA
  • ISSN2582-6433
  • AccessOpen Access
  • LicenseCC 4.0

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