Who investigates greenwashing?

Greenwashing, also called green sheen, is a form of advertising or marketing spin in which green PR and green marketing are deceptively used to persuade the public that an organization’s products, aims, and policies are environmentally friendly.

Who investigates greenwashing?

The CMA inquiry forms part of its wider investigation into greenwashing after it expanded its work on environmental claims to include consumer goods in January – essential items that are used daily, such as food and drink, cleaning products, toiletries, and personal care items.

While the CMA isn’t highlighting the specific Unilever brands accused of greenwashing, which is the act of creating a false impression of how environmentally friendly your brand/products are, it pointed to kitchen products and toiletries as a focus.

Unilever’s brands in these categories include Cif, Dove, and Domestos.

It is concerned by Unilever’s “vague and broad” language about the environmental impact of its products, alongside claims some products are exaggerating how natural their ingredients are. The CMA is also looking at whether the recycling credentials of certain products are clear.