Unilever to adjust sustainability claims following ACM action
Summary
- Multinational Unilever used unclear sustainability claims on the packaging of its products.
- Unilever will stop using such claims, and will adjust its packaging.
- Most of Unilever’s adjusted packaging will be available in stores in the first quarter of 2026.
Multinational Unilever will stop using unclear sustainability claims on the packaging of its products. In a summer issue of its member magazine, the Dutch Consumers’ Association (in Dutch: Consumentenbond) accused Unilever of using sustainability claims that it saw as misleading. The Dutch Consumers’ Association asked the Netherlands Authority for Consumers and Markets (ACM) to take action against these claims. Unilever uses claims such as ‘sustainably grown peanuts’ (in Dutch: ‘duurzaam geteelde pinda’s’), ‘sustainably grown vegetables’ (in Dutch: ‘duurzaam verbouwde groente’) or ‘sustainable packaging’ (in Dutch: ‘duurzame verpakking’). In discussions with ACM, Unilever announced it would stop using these claims.
More specifically, this means that, from 1 January 2026, Unilever will have adjusted most of its packaging. Products with the old packaging may still be available in stores after 1 January 2026 since supermarkets will finish their stock first. Some packaging has already been adjusted by Unilever. Most of Unilever’s adjusted packaging will be available in stores in the first quarter of 2026. ACM will continue to have discussions with Unilever about the way in which Unilever can communicate about its sustainability programs.
Edwin van Houten, Director of ACM’s Consumer Department, adds: “We had previously announced an investigation into the sustainability claims in the food sector. After the Dutch Consumers’ Association had contacted us, we got in touch with Unilever. We’re glad that Unilever will stop using vague and general sustainability claims that are unclear to consumers. ACM welcomes the sustainability efforts of businesses as well as honest communication about such efforts.”
ACM and sustainability
In its investigation into sustainability claims, ACM focuses this year on the food sector. Later this year, ACM will publish more results of this investigation. ACM ensures that markets work well for people and businesses, now and in the future. Sustainable products and sustainable consumption are essential for a future-ready society. ACM helps realize that through its oversight over sustainability claims of businesses, among other activities. Consumers need to be able to make more-sustainable choices with confidence.
Consumers are not the only ones that need to be protected against misleading sustainability claims. If businesses communicate correctly and clearly about their sustainability efforts, it promotes fair competition between businesses.