UK regulator ends Unilever 'greenwashing' probe

An investigation into Unilever’s environmental claims by the Competition and Markets Authority (CMA) has been closed.

The decision took a range of factors into account, including changes Unilever made to claims on some of its products.

"Our Green Claims Code and successful enforcement action to date has helped businesses understand how they can promote their green credentials whilst staying on the right side of the law. The CMA has seen positive changes to the claims made including in the fast-moving consumer goods sector," the CMA said.

The investigation into Unilever launched last December after the UK regulator uncovered a range of  "concerning practices" in an initial review of the consumer goods company.

The issues included whether certain statements and language used by Unilever appeared "vague and broad", as well as ingredient claims exaggerating how natural the company's products are.

It also raised concerns over Unilever’s use of colours and imagery – such as green leaves – which may create the impression that some products are more environmentally-friendly than they actually are.

At the time, a spokesperson for Unilever told TheIndustry.beauty: "We are surprised and disappointed with the CMA’s announcement and refute that our claims are in any way misleading."

The investigation followed an expansion of the CMA’s work into ‘greenwashing’ in 2023 to include FMCG items such as toiletries.