United Kingdom regulators are now conducting an official investigation into the company Unilever and its supposed eco-friendly claims on products, as CNN reported.
The investigation is set to question the company’s credibility when it comes to “green” advertisements and whether these claims may be misleading to shoppers who choose and, in many cases, spend a bit extra for environmentally friendly products.
In December, the UK’s Competition and Markets Authority opened an investigation into Unilever — the parent company of many food, cleaning, and self-care brands — after reviewing environmental claims for several months. Around that same time, the company faced criticism for its so-called commitment to operating more sustainably, specifically with its use of plastics.
Unilever is a giant in the industry — owning many well-known brands like Dove and Seventh Generation — which makes this investigation one that could change the face of how transparent companies need to be regarding green product claims.
The CMA is taking a deep dive into the company’s practices regarding specific green images used on products, recycling instructions, sourced ingredient lists, product packaging, and more.
For its part, a Unilever spokesperson said in a statement the company would cooperate with the investigation but that it denies “that our claims are in any way misleading,” according to CNN.
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