Greenwashing is a highly debated topic in both academic studies and business practice. It is only until recently, however, that market regulators in different domains and geographical jurisdictions have taken actions towards greenwashing. Focusing on this recent phenomenon, we examine how greenwashing is regulated and the implications thereof. Drawing primarily on archival and textual materials, supplemented by five interviews, and mobilizing theoretical insights drawn from the sociology of regulation, we demonstrate the following interrelated aspects associated with the various ways greenwashing is regulated. First, regulators interpret greenwashing as a problem for which regulatory actions are considered appropriate and indispensable (construction of appropriateness). Second, regulators respond to the challenges of regulating greenwashing by (i) aligning their actions with existing regulatory frameworks and measures that they can readily deploy (construction of alignment), and (ii) employing a pyramid of measures from issuing guidelines to initiating court cases to target different cases. During this process to identify, assess, and address greenwashing cases, the concept of greenwashing has been shaped and moulded (construction of regulatory object). Finally, regulators raise concerns on the limitation of regulating greenwashing andshow alertness of unintended consequences generated by their regulatory intervention into greenwashing (construction of new problems). Our study has timely and important implications for regulators, practitioners, and academics amid the proliferation of sustainability disclosures and as regulatory intervention into greenwashing has become a global trend.