Supermarket chain Plus removes incorrect sustainability claims after ACM intervention

Dutch supermarket chain Plus will remove its unsubstantiated sustainability claims from its stores and brochures. It will do so after the Netherlands Authority for Consumers and Markets (ACM) confronted Plus with the unsubstantiated claims. Plus used terms such as ‘climate-neutral supermarket’, ‘conscious’, and ‘sustainable’, without substantiating these claims. Also, Plus claimed to be ‘the most responsible supermarket of the Netherlands’. It based these claims on the results of a study carried out by a research agency. This was merely a study into the perceptions of customers, and these were not substantiated with facts. Sustainability claims must be as factual and complete as possible, so that consumers immediately understand what the sustainability benefits are. After ACM had confronted Plus about this, it immediately made commitments to remove the claims.

Edwin van Houten, Director of ACM’s Consumer Department, explains: “Businesses must be honest and clear about sustainability. This means that they can only use claims that are true and that they are able to substantiate. For consumers, it is important that Plus removes its incorrect sustainability claims.”

What is this case about?

Sustainability claims must be correct, clear, and complete. Businesses must be able to substantiate any claims they make with facts. This rule applies to all businesses that use sustainability claims. ACM has confronted Plus with the sustainability claims that it made in its stores or in its brochures. Following ACM’s intervention, Plus will, where necessary, remove any claims that are too vague or that cannot be substantiated. Plus has made commitments that it will assess future claims against ACM’s Guidelines regarding sustainability claims. ACM’s investigation looked at the claims of the supermarket chain itself. ACM shares reports about sustainability claims made about food with fellow regulator the Netherlands Food and Consumer Product Safety Authority (NVWA). NVWA is charged with oversight over such claims.

ACM and sustainability

ACM ensures that markets work well for people and businesses, now and in the future. Sustainable production methods and sustainable consumption are essential for a future-ready society. With its oversight over sustainability claims, ACM plays its part in that process. Consumers must be able to make sustainable choices with confidence. Not just consumers need to be protected against misleading claims. Businesses that undertake sustainability efforts must be protected against businesses that compete unfairly by using misleading claims. ACM has published its Guidelines regarding sustainability claims to provide businesses with guidance regarding their sustainability claims.