Unilever under scrutiny in the UK over eco-friendly claims of its products

The UK antitrust regulator is investigating Unilever, the company behind Dove soap and Cif floor cleaner, over concerns about the potentially misleading environmental claims of its products. The Competition and Markets Authority announced on Tuesday that an initial review has revealed troubling marketing practices, prompting a formal probe into the consumer goods giant.

The CMA is worried that Unilever might be exaggerating the environmental friendliness of some products with ambiguous and general claims, unclear information about recyclability, and misleading images and logos," the CMA stated.

This action is a part of the regulator's broader probe into "greenwashing" by companies, which was extended in January to encompass fast-moving consumer goods companies like Unilever.

CMA chief executive Sarah Cardell noted that essential items such as detergent, kitchen spray, and toiletries are routinely placed in supermarket baskets. She expressed concern that many people are being misled by products purporting to be environmentally friendly, citing Unilever's claims about certain ingredients and misleading imagery.

The CMA pointed out that claims regarding the recyclability of certain products may be ambiguous as they do not specify whether they apply to the entire product or just parts of it.

Unilever expressed surprise and disappointment over the investigation but stated that they would collaborate with the CMA. A company spokesperson insisted that their claims are not misleading in any way.

Unilever is dedicated to making clear and transparent claims about the benefits of our products on our packaging, with information on proper disposal included. This story is still unfolding and will be updated.