Home » UK Business News » Unilever faces UK probe over ‘greenwashing’

Unilever faces UK probe over ‘greenwashing’

By Nithya Bose in UK Business News, posted December 13, 2023

The maker of Dove and Hellmann's mayonnaise, Unilever, is under scrutiny over its false environmental claims, potentially misleading consumers.

UK's Competition and Markets Authority (CMA) said Unilever might be overstating the "green" attributes of some products.

Brands like Cif, Dove, and Lynx fall under Unilever's portfolio.

The CMA said certain statements on Unilever products seem vague and broad, raising questions about their accuracy.

The watchdog is particularly wary of what it describes as "corporate greenwashing."

The term means presenting product ingredients and imagery, like green leaves, in ways that exaggerate the products' environmental friendliness.

"We're worried many are being misled by so-called 'green' products that aren't what they seem"

Sarah Cardwell, the head of the CMA, said: "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."

The investigation into Unilever is part of a broader effort to scrutinize green claims made in advertising across diverse consumer goods, including toiletries, cleaning products, and food.

Responding to the probe, Unilever expresses surprise and disappointment, vehemently refuting any allegations of misleading practices.

A Unilever spokesperson said: "We will continue to co-operate with the CMA and fully comply with further requests for information.”

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The CMA also highlighted an increased consumer spending on goods marketed as environmentally friendly, amounting to over £130 billion in the UK last year.

The agency highlights that a big portion of these purchases, up to 91 percent of dishwashing items and 100 percent of toilet products, are labelled green.

The Advertising Standards Authority (ASA) has also been cracking down on greenwashing practices.

The regulator previously banned adverts from airlines like Air France, Lufthansa, and Etihad, citing misleading claims about their environmental impact.

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