The UK’s Competition and Markets Authority (CMA) has concluded its investigation into environmental claims made by Unilever. This closure follows actions taken by Unilever to adjust its marketing practices, alongside broader improvements in the consumer goods sector, which have addressed the CMA's initial concerns.

The probe, launched in December 2023, was part of the CMA’s wider greenwashing investigation aimed at examining potential misleading sustainability claims across the fast-moving consumer goods (FMCG) sector. During its initial review, the CMA identified issues such as “vague and broad” environmental language, exaggerated claims about the natural aspects of products, and ambiguous recyclability statements. Specific concerns included Unilever’s use of imagery and colors that could give the impression of a higher environmental standard than the products might actually meet.

In a recent statement, the CMA credited its Green Claims Code and enforcement actions with improving industry standards. It added that Unilever had made undisclosed changes to its claims, leading to the decision to close the investigation. “The CMA’s Green Claims Code and successful enforcement action to date has helped businesses understand how they can promote their green credentials whilst staying on the right side of the law,” the regulator stated.

Unilever responded positively to the CMA’s decision, affirming its commitment to transparent environmental claims. A spokesperson for the company said, “We are pleased that the CMA has confirmed they are closing their investigation. We have complied with all requests for information throughout this process. We have always been committed to making responsible claims about the benefits of our products on our packs and to these being transparent and clear, and we have robust processes in place to make sure any claims can be substantiated.”

This development reflects the CMA’s ongoing efforts to hold companies accountable in the face of increasing greenwashing concerns across sectors.