The Competition and Markets Authority (CMA) has on Wednesday announced the closure of its investigation into Unilever's environmental claims, noting the progress made by both Unilever and the broader fast-moving consumer goods (FMCG) sector in ensuring transparent green marketing.
The decision comes after the CMA observed positive changes in Unilever’s product claims and the wider impact of its Green Claims Code, which has encouraged businesses to accurately promote their environmental credentials.
“Given these points, and the ongoing impact of the CMA’s work, the CMA has decided as a matter of administrative priority to close this investigation,” the regulator said, adding that it has not taken a view on Unilever’s compliance with consumer law.
The investigation into Unilever, launched in December 2023, sought to examine whether the company's environmental marketing met consumer protection laws. The CMA at the time said they are 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 CMA commenced a review of environmental claims in the FMCG sector in January 2023, examining a wide range of products which are essential items used by people on a daily basis and repurchased regularly, such as food and drink, cleaning products, toiletries, and personal care items.
Panel discussion at the relaunch of the SAITG on 3 March 2025
