Digital Greenwashing and Misleading Eco-Terms: A Critical Analysis of Consumer Protection Laws in Relation to Personal Care Products

Over the past years, the rapid growth of sustainability driven marketing in the personal care products in the digital sphere has significantly increased the use of environmental claims such as natural, eco friendly, green, sustainable and chemical free. While these terms appears environmentally friendly, however many are vague, unverified or misleading, inflating the phenomenon of Digital Greenwashing. This research critically examines the use of misleading eco terms in the advertising and branding practices of personal care products and analyz ing the implications under consumer protection law. The research focuses on how digital platforms, influencers marketing, social media campaign and e commerce advertisements shape consumer perception and purchasing behaviour through deceptive environmental representations. The research evaluates the adequacy of consumer protection laws, the role of regulatory authorities, advertising standards in relation to greenwashing pratices over digital sphere. It primarily relies on complaints and case data reported by the Advertising Standards Council of India to detect the pattern and regulatory responses. Further, it argues that the absence of clear definitions and standardized verification mechanisms weakens consumer protection and enables corporations to exploit environmental consciousness for commercial gain. The Research concludes by emphasizing the need for stricter regulatory oversight, standardized eco claim guidelines, and stronger enforcement mechanisms to ensure transparency and consumer protection.