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(Sharecast News) - Consumer goods giant Unilever is being investigated by the regulator over claims of potential greenwashing, it was confirmed on Tuesday.
The Competition and Markets Authority said it was concerned that the maker of Lynx, Persil, Cif and Ben & Jerry's, among many others, was overstating how green certain brands were.
In particular, it said Unilever was using "vague and broad claims, unclear statements around recyclability and natural-looking images and logos".
It has therefore launched an investigation into specific green claims made by the blue chip, to ensure shoppers are not being misled.
Sarah Cardell, chief executive of the CMA, said: "More and more people are trying to do their bit to help protect the environment, but we're worried many are being misled by so-called green products that aren't what they seem.
"So far, the evidence we've seen has raised concerns about how Unilever presents certain products as environmentally friendly.
"We'll be drilling down into these claims to see if they measure up. If we find they're greenwashing, we'll take action to make sure shoppers are protected."
A Unilever spokesperson said: "We are surprised and disappointed with the CMA's announcement, and refute that our claims are in any way misleading.
"Unilever is committed to making responsible claims about the benefits of our packs, and to these being transparent and clear. We have robust processes in place to make sure any claims can be substantiated.
"We will continue to co-operate with the CMA and fully comply with further requests for information."
Possible outcomes range from taking no further action to legal action, the CMA noted.
