Greenwashing Crackdown on EU Brands Making Vague Eco Claims

The investigation was announced last December, and the CMA said it was concerned that Unilever may be overstating how green certain products are by using vague and broad claims, unclear statements around recyclability and “natural-looking” images and logos.

In response to the investigation, a spokesperson for Unilever 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.”