Title: CMA Launches Formal Investigation into Unilever's 'Green' Claims

The UK's Competition and Markets Authority (CMA) has announced that it will conduct a thorough investigation into the environmental claims made by consumer goods giant Unilever, following concerns over misleading 'green' marketing practices.

The probe will scrutinise the validity of Unilever's environmental claims, examining whether the company is overstating its eco-friendly credentials, using vague and broad claims, unclear statements about recyclability, and images and logos designed to make products appear more environmentally friendly than they actually are.

CMA Chief Executive Sarah Cardell explained: "Essentials like detergent, kitchen spray, and toiletries are the kinds of items you put in your supermarket basket every time you shop. 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."

The investigation follows an initial review by the CMA, which revealed concerning practices in relation to Unilever's marketing of certain products as environmentally friendly. If the CMA finds evidence of greenwashing, it will take appropriate action to protect consumers.