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UK Investigates Unilever's 'Green' Product Claims
The UK antitrust regulator is launching a formal investigation into Unilever, the maker of Dove soap and Cif floor cleaner, over concerns of misleading environmental claims.
The Competition and Markets Authority initiated the probe following an "initial review" that revealed "concerning practices" in Unilever's marketing tactics.
The CMA is alarmed by potential greenwashing, where vague claims, unclear recyclability statements, and 'natural'-looking imagery may be overstating the environmental friendliness of certain products.
This investigation is part of the CMA's broader scrutiny into greenwashing by firms, expanded in January to include consumer goods companies producing "essential" items.
Unilever, known for brands like Magnum and Ben & Jerry's, is the first consumer goods company to be formally investigated since January.
Despite Unilever's commitment to sustainability, the CMA questions the accuracy of claims about the naturalness of certain ingredients and the recyclability of products.
Unilever, the world's largest ice-cream maker, expressed surprise and disappointment at the investigation but pledged to cooperate with the CMA.
The company rejects the notion that its claims are misleading and emphasizes its commitment to responsible claims on product benefits, transparency, and clear information about packaging disposal.
The CMA is worried that imagery like green leaves might mislead consumers into thinking Unilever's products are more environmentally friendly than they actually are.
Possible outcomes of the investigation include Unilever making operational changes, facing legal action, or the case being closed without further action.
The CMA hasn't specified when the investigation will conclude.
This aligns with global efforts to combat greenwashing, as the European Union plans to introduce rules in January prohibiting unverified environmental claims in advertising.
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