The UK Competition and Markets Authority (CMA) will examine whether the environmental claims made by Unilever on certain household items, cleaning products and toiletries may be exaggerated and misleading to consumers, the British regulator has announced.
The decision is part of a wider CMA investigation into the ‘ecoposture’ and arises from concerns about how the owner of brands such as ‘Cif’ or ‘Dove’ markets certain products, within some brands, as environmentally friendly.
Last January, the CMA expanded its work on environmental complaints to include fast moving consumer goods (FMCG)those essential items that people use daily and are repurchased regularly, such as food and drinks, cleaning products, toiletries and personal care items.
The CMA’s initial review uncovered a range of worrying practices and, as part of that work, it has decided to launch a formal investigation into Unilever.
In this sense, he points out that certain statements and language used by the multinational “seem vague and broad, and they can mislead buyers regarding the environmental impact of those products,” plus claims about some ingredients are presented in a way that may exaggerate how “natural” the product is and therefore may create an inaccurate or misleading impression.