The Anglo-Saxon authorities are keeping an eye on the giant Unilever. As reported by the British regulator, the UK's Competition and Markets Authority (CMA), it has announced that it will study and scrutinize environmental claims made by Unilever on certain personal care, household and cleaning products.
Some of its brands, such as 'Dove' will be examined by the CMA after it warned of an 'ecoposture' that is not yet clear whether they are as environmentally friendly as the brand is trying to demonstrate. The body in charge of carrying out the investigation points out that certain statements and language used by Unilever "are vague and broad, and may mislead buyers about the environmental impact of these products". The CMA also adds that claims about some ingredients present and make exaggerated claims of "natural", causing an inaccurate and misleading image of the product.
The CMA has also pointed out that certain green claims can be unclear, as they do not specify whether they are talking about a particular part of the product, packaging, colors or images.
CMA's Executive Director explained in the press release that it is good that brands and companies are concerned about doing their bit but, "we are concerned that many are being misled by so-called green products that are not what they seem". Sarah Cardell added that they are going to look closely at these claims "to see if they live up to them. If we find that they are 'ecoposturing', we will take action to make sure that buyers are protected."