Unilever, the company behind Dove soap and Cif floor cleaner, is under investigation by the UK antitrust regulator for potentially misleading consumers about the environmental friendliness of its products. The Competition and Markets Authority (CMA) found “concerning practices” in its initial review, starting a formal investigation. This investigation is part of a big effort to combat “greenwashing,” deceptive advertising about a product’s environmental impact. The CMA is worried that Unilever may be green features of some products through unclear recyclability statements. Unilever, known for brands like Magnum and Ben & Jerry’s, has long emphasized sustainability but is the first consumer goods company facing such an inquiry since January. The CMA is concerned that claims about certain ingredients and the recyclability of products may be unclear and not true. Unilever expressed surprise at the investigation and said it believes its claims are transparent and responsible.

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