Watchdog to probe Unilever green claims

The move follows the regulator’s launch of a review of environmental claims in the fast-moving consumer goods (FMCG) sector, which began in January of this year.

The CMA said its initial probe had uncovered “a range of concerning practices”, and it has today launched a formal investigation into Unilever. The watchdog’s concerns include whether certain statements and language used by Unilever about certain products appear “vague and broad”, and may “mislead shoppers” regarding the environmental impact of those products.

The regulator is also concerned that claims about some ingredients are presented in a way that may exaggerate how ‘natural’ a product is.

Other areas under scrutiny include claims relating to recycling and the use of colours and imagery such as green leaves.

Sarah Cardell, chief executive of the CMA, said: “Essentials like detergent, kitchen spray, and toiletries are the kinds of items you put in your supermarket basket every time you shop. More and more people are trying to do their bit to help protect the environment, but we’re 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. 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.”

There is currently no legal definition of ‘greenwashing’ in the UK, but environmental claims that are found to be false, misleading or unsubstantiated risk breaching consumer protection laws.

The CMA has contacted Unilever and said it will set out its concerns in writing later today ( 12th December).

The CMA said it has seen “some positive changes” in the FMCG sector since announcing its initial compliance review, including amendments to and removal of some green claims made by suppliers. It has not opened official investigations into other companies, but new investigations may follow.

A Unilever spokesperson said: “We are surprised and disappointed with the CMA’s announcement and refute that our claims are in any way misleading.

“Unilever is committed to making responsible claims about the benefits of our products on our packs and to these being transparent and clear, and we have robust processes in place to make sure any claims can be substantiated. 

“We use the On-Pack Recycling Label (OPRL) to provide consumers with information on how to dispose of our packaging after use, and Unilever is a founding signatory of the UK Plastics Pact, which brings together the entire plastics packaging value chain to tackle the challenges around plastic waste.

“We will continue to co-operate with the CMA and fully comply with further requests for information.”