The UK’s Competition and Markets Authority (CMA) has closed an investigation into environmental claims made by the global consumer brand giant, after changes made by Unilever. The CMA announced the opening of this investigation in December 2023, saying it was concerned that the group "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.”
“The CMA has decided to close this investigation,” it announced in a decision published on its website on Wednesday? November 6, saying it had taken into account changes made by Unilever “to claims on some of its products."
Although, the regulator did not cite which specific changes made by the company led to its decision, it highlighted "the wider impact of (its) programme of work on tackling misleading green claims,” which “has helped businesses understand how they can promote their green credentials whilst staying on the right side of the law.”
Although the investigation has been closed, the CMA specified that it has not taken a view on Unilever’s compliance with consumer law.
Last month, Unilever reported third-quarter sales that were flat year-on-year, despite rising volumes, while price increases continued to slow over the period.
