The Competition and Markets Authority (CMA) will consider ‘green’ claims made by Unilever about certain household essential items, such as a number of cleaning products and toiletries.

The CMA is concerned that Unilever may be overstating how green certain products are through the use of vague and broad claims, unclear statements around recyclability, and ‘natural’ looking images and logos.

In January this year, the CMA expanded its work on environmental claims to include fast-moving consumer goods (FMCG). These are essential items that people use on a daily basis and are repurchased regularly, such as food and drink, cleaning products, toiletries, and personal care items. Last year, shoppers paid out more than £140bn in total on FMCG products.

The initial review uncovered a range of concerning practices, and, as part of that work, the CMA has launched a formal investigation into Unilever.

Sarah Cardell, chief executive of the CMA, said: “Essentials like detergent, kitchen spray, and toiletries are the kinds of items you put in your supermarket basket every time you shop. More and more people are trying to do their bit to help protect the environment, but we’re worried many are being misled by so-called ‘green’ products that aren’t what they seem.”

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