Aug 31, 2022

Persil advert banned for misleading green claims

Text on the screen stating that the product "Removes stains at 30C" is shown, with the Persil bottle, which the advert states is made with 50% recycled plastic. The regulator upheld the complaint and said that the claims could only be justified if the product provides an environmental benefit over other similar products. "Although we acknowledged Persil were undertaking actions to reduce the environmental impact of their products, we had not seen evidence or analysis to demonstrate the overall environmental impact of the featured liquid detergents over their full-life cycles, compared with Persil's own previous products or other products, in support of the claim 'kinder to our planet'", the ASA said. "We are committed to making on-going improvements to all our products to make them more sustainable and will continue to look at how we can share this with our shoppers", Unilever said. "Additionally, in the absence of evidence demonstrating that the full-life cycle of the product had a lesser environmental impact compared to a previous formulation, we concluded the ad was likely to mislead," a spokesperson from the ASA added.

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