Brand manufacturers better watch out with sustainability claims that are not 100 % substantiated: consumers and governments are increasingly critical. Unilever, for example, now finds itself in the crosshairs of British authorities.
Vague promises
The UK Competition & Markets Authority (CMA) will investigate whether Unilever has been guilty of misleading claims about sustainability. According to the competition watchdog, the multinational allegedly made “vague and broad” promises about the sustainability of essential household products. The authority also points to unclear statements about recyclability and the misleading use of natural-looking images and logos – like green leaves, for example.
