Unilever facing U.K. probe into green claims

Consumer goods company Unilever will be scrutinized by the U.K. Competition and Markets Authority (CMA) regarding its marketing of certain products as environmentally friendly.

The CMA announced Tuesday it would investigate Unilever in line with its Green Claims Code published in 2021. The regulator said it 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.”

The investigation is the first the CMA has announced into a company since expanding its green claims scrutiny regarding the so-called fast-moving consumer goods space earlier this year.