The Competition and Markets Authority (CMA) has concluded its investigation into Unilever over allegations of ‘misleading green claims.’ This decision follows adjustments made by the company to its marketing tactics.
The inquiry, initiated in December 2023, scrutinised whether Unilever violated consumer protection laws through dubious sustainability claims about its household products. At the heart of the issue were accusations regarding the use of ‘vague and broad’ language concerning the environmental impact of these goods. Additionally, concerns were raised about the exaggerated portrayal of how ‘natural’ the product ingredients were, alongside the deployment of green and other potentially misleading colours and imagery on packaging.
Products under examination included popular supermarket items like cleaning agents, toiletries, and personal care products. These encompassed brands such as Cif, Dove, Comfort, and Lynx. However, the CMA has now decided to close the investigation after Unilever implemented ‘positive changes to the claims,’ these alterations, however, were not specifically detailed by the CMA.
This resolution is part of a broader initiative by the competition watchdog, which has been developing its own Green Claims Code. The CMA stated that in reaching its decision, it considered not only the changes Unilever made but also the broader impact of its work programme aimed at curbing misleading green claims.
The Green Claims Code and successful enforcement actions have reportedly helped businesses understand how to promote their environmental credentials while remaining compliant with the law.
The conclusion of the CMA’s investigation into Unilever marks a significant moment in the ongoing effort to ensure truthful environmental marketing practices. It underscores the importance of regulatory oversight in holding companies accountable for their claims.
