The Competition and Markets Authority is to investigate environmental claims made by Unilever, over concerns that shoppers are being misled.
Consumer goods group Unilever owns brands like Dove, Comfort and Lynx. It has promoted certain products to shoppers as being environmentally friendly, but the CMA said it was concerned about whether claims made in marketing material overstate the green credentials of the products.
For example, the CMA is to investigate whether ingredients are being presented in a way that exaggerates how ‘natural’ a product is, while certain statements and language used are vague and broad which may mislead customers.
Also being investigated are claims focusing on single aspects of a product which may suggest it is environmentally friendly as a whole, which certain claims ‒ particularly related to recyclability ‒ may be unclear.
The CMA reported being concerned that Unilever’s use of colours and imagery, such as green leaves, may give the impression that certain products are more environmentally friendly than is actually the case.
The competition body has set out its concerns in writing to Unilever, and will now look to obtain further evidence. Possible outcomes from the investigation include pushing Unilever to change the way it operates or taking it to court.
Sarah Cardell, chief executive of the CMA, said that increasing numbers of shoppers are trying to do their bit to protect the environment by opting to use ‘green’ products, but there is a danger that these items are not what they seem.
She continued: “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.”
YourMoney.com has contacted Unilever for a comment.
‘Range of concerning practices’ for Unilever
The CMA is conducting a wider investigation into green washing, and how businesses present their products and services as being environmentally friendly. In January this year it expanded that investigation to include fast-moving consumer goods, which covers things like food and drink, cleaning products and toiletries.
The CMA said its initial review had uncovered “a range of concerning practices”, though said it had seen positive changes across the sector since announcing its compliance review such as amendments to and the removal of some green claims by certain suppliers.
Elsewhere, the FCA has announced its own crackdown on misleading ‘green’ claims by financial firms, particularly those looking to attract investors.
