The Competition and Markets Authority (CMA) has concluded its investigation into allegations of ‘greenwashing’ by a major conglomerate after the company made changes to its marketing tactics.
The investigation began in December 2023 when questions were raised about the company’s adherence to consumer protection laws. Claims that were under scrutiny involved the use of broad language concerning the environmental impact of certain household products. There were accusations that the company exaggerated the natural components of its products and used misleading colours and imagery in packaging to imply environmental friendliness.
The products in question spanned across widely used supermarket cleaning items, toiletries, and personal care brands. In response to these concerns, the company has reportedly made modifications to its marketing claims. However, specific details of these amendments have not been disclosed.
The conclusion of this investigation aligns with the CMA’s broader initiative to address misleading environmental claims, part of which involves the formulation of its own Green Claims Code. The CMA mentioned that its enforcement efforts have been instrumental in guiding businesses in accurately promoting their environmental credentials without breaching legal standards.
The closure of the investigation marks a significant step in regulating corporate environmental claims, encouraging transparency and accountability across the industry.
