The CMA concluded its inquiry into Unilever’s environmental claims following product marketing adjustments.
- The investigation began in December 2023 over potential consumer protection law breaches by Unilever.
- Concerns were raised about the accuracy of sustainability claims and marketing imagery.
- Unilever has modified its product claims, but specific changes were not detailed.
- The closure aligns with the CMA’s broader effort to address misleading environmental claims.
In December 2023, the Competition and Markets Authority (CMA) launched an investigation into Unilever, focusing on the accuracy of its environmental claims regarding household essential products. The inquiry sought to determine whether Unilever had violated consumer protection laws through its sustainability marketing.
Specifically, the investigation highlighted concerns about the use of ambiguous language to describe the environmental benefits of Unilever’s products. There were also questions about the exaggeration of the natural composition of these items and the use of misleading colors and imagery in the packaging.
The CMA’s scrutiny extended to widely-used supermarket cleaning products and personal care items, including brands such as Cif, Dove, Comfort, and Lynx. The central issues were the claims associated with these products, which sparked the regulator’s concern.
Following the examination, the CMA announced the closure of its investigation, citing ‘positive changes to the claims’ made by Unilever. Although the exact nature of these modifications was not disclosed, the decision was influenced by multiple factors, including improvements made by Unilever to some of its product assertions.
The resolution of this inquiry is part of the CMA’s extensive campaign against greenwashing, an initiative that also led to the development of the Green Claims Code. This framework aids businesses in promoting their environmental credentials without breaching legal boundaries.
The CMA’s decision reflects its ongoing commitment to regulating environmental marketing claims effectively.
