Unilever is being investigated by the Competition and Markets Authority (CMA) about how its marketing certain products as ‘environmentally friendly.’
Regarding certain products, the CMA’s concerns include whether statements and language used by the FMCG appear vague and broad and could mislead customers about the environmental impact of those products.
It will also analyse whether Unilever’s “natural” ingredients claims are exaggerated.
The watchdog will also look at whether certain green claims – particularly in relation to recyclability – may be unclear, as they fail to specify whether they relate to all or part of a product, or packaging.
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Unilever’s use of colours and imagery – such as green leaves – may create the overall impression that some products are more environmentally friendly than they are.
The CMA started an investigation into FMCG greenwashing at the beginning of this year. Chief executive Sarah Cardell said as more customers are trying “to do their bit” to protect the environment, the CMA is “worried many are being misled by so-called ‘green’ products that aren’t what they seem”.
“So far, the evidence we’ve seen has raised concerns about how Unilever presents certain products as environmentally friendly,” Cardell added.
“We’ll be drilling down into these claims to see if they measure up. If we find they’re greenwashing, we’ll take action to make sure shoppers are protected.”
