The UK's Competition and Markets Authority (CMA) is challenging Unilever's "green" product descriptions, suspecting exaggeration of eco-friendliness.

Despite Unilever's rebuttal of deceptive advertising, the CMA criticizes their use of ambiguous terms and eco-centric packaging, which could mislead consumers seeking environmentally responsible products.

During a broader probe into the veracity of sustainability claims in advertising, the authority is evaluating a broad sector of consumer goods, pinpointing a trend in "green" marketing, with many household products labeled as eco-friendly.

Unilever insists on its commitment to clear, honest claims and has pledged to cooperate with the CMA's inquiry.

Concurrently, the Advertising Standards Authority (ASA) has been penalizing false sustainability advertising, recently banning campaigns from several major airlines for overstating their environmental efforts.