UK watchdog to scrutinize ‘green’ claims in sales of household essentials

By Aysu Bicer

LONDON (AA) - The UK's competition watchdog said Thursday that it will scrutinize environmental claims made by firms both online and in store in the fight against greenwashing.

Greenwashing is disinformation by a company to present an environmentally responsible public image.

The Competition and Markets Authority (CMA) said it will investigate misleading claims about the use of recycled or natural materials in products and how recyclable they are.

"These products are the essentials on everyone’s shopping lists: food and drink, shampoo, laundry detergent, toothpaste, cleaning products. We’re concerned many shoppers are being misled and potentially even paying a premium for products that aren’t what they seem," Sarah Cardell, Chief Executive of the CMA, said in a statement.

The watchdog said a remarkable number of household products are being advertised as eco-friendly, including up to 91% of all dishwashing items and 100% of toilet products.

The CMA will investigate whether companies are complying with UK consumer protection law.

"Our work to date has shown there could be greenwashing going on in this sector, and we’ll be scrutinizing companies big and small to see whether their environmental claims stack up. Now is a good time for businesses to review their practices and make sure they’re operating within the law," Cardell said.