Bluewashing: New Categorisation by CPCB

Bluewashing refers to the deceptive practice where companies or organizations exaggerate their commitment to environmental and social responsibility, especially by associating with sustainable initiatives without meaningful action.

Context: Recently the Central Pollution Control Board (CPCB) has created a new ‘Blue Category‘ of industries based on Essential Environmental Services (EES) — activities aimed at managing pollution from human activities.

Industries under this category will receive: Extended ‘Consent to Operate’
Waste to Energy (WTE) will also fall under this category.

What is Bluewashing?

Bluewashing is a form of misleading branding or regulatory cover-up, where:
- Polluting industries present themselves as environment-friendly
- Aim to gain regulatory advantages or public support
WTE was earlier classified as highly polluting (Red).
Now it will gain Reduced scrutiny, Longer operational permits &Better public perception.

Similar terms

Greenwashing: Misleading the public into believing that a company, product or policy is environmentally friendly.
Pinkwashing: Using support for LGBTQIA+ rights to appear progressive or distract from unethical practices.
Impact-washing: Overstating the social or environmental impact of an investment, especially in ESG or CSR contexts.