Green claims on cleaning products are ‘misleading shoppers’

Green claims made on cleaning products and toiletries could be misleading shoppers, the Competition and Markets Authority (CMA) has warned.

Claims that products are “sustainable” or “better for the environment”, contain recycled materials or could be recycled will be scrutinised by the CMA as part of its greenwashing inquiry.

Up to 91 per cent of all dishwashing items and 100 per cent of toilet products are marketed as green or environmentally friendly, the body said.

“As more people than ever try to do their bit to help protect the environment, we’re concerned many shoppers are being misled and potentially even paying a premium for products that aren’t what they seem, especially at a time when the cost of living continues to rise,” said Sarah Cardell, chief executive of the CMA.

“Our work to date has shown there could be greenwashing going on in this sector, and we’ll be scrutinising 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.”

The CMA will analyse environmental claims to consider whether companies are complying with UK consumer protection law.

Shoppers spent over £130 billion last year on household essentials, including food and drink, cleaning products and personal care.

The inquiry has already scrutinised claims around sustainability within the fashion industry and has focused its ongoing investigation on clothing lines at Asos, Boohoo and Asda.

It warned that the chains could be taken to court if they were found to be using misleading eco claims.

The companies said at the time that they were cooperating with the investigation and committed to providing accurate information about their products.

A survey last year found that trust in green claims is low, with less than a quarter of British consumers, 23 per cent, saying they took eco-labels at face value.

Nearly a third said they expected the claim to be exaggerated, according to the representative survey by consultancy Sensu Insight.