The competition watchdog is concerned shoppers are being “misled” about goods claiming to be green.
Image source, Getty ImagesAn investigation into how “green” household products such as washing-up liquid are has been launched following concerns shoppers are being “misled”.
The Competition and Markets Authority (CMA) said it is concerned consumers are “paying a premium for products that aren’t what they seem”.
It will examine the accuracy of environmental claims on goods such as cleaning products and toiletries.
CMA boss Sarah Cardell said she is concerned companies are “greenwashing”.
This is when a firm exaggerates its environmental credentials for marketing purposes.
“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,” Ms Cardell said.
“We’ll be scrutinising companies big and small to see whether their environmental claims stack up.”