Unilever’s advert for one in every of its laundry detergents, Persil, has been banned for being deceptive about its environmental advantages.
The tv advert stated Persil was “kinder to our planet”, and featured kids choosing up litter on a seashore.
The Promoting Requirements Authority (ASA) stated the advert’s declare was unsubstantiated.
Unilever, which owns manufacturers together with Hellmann’s and Dove, stated it’s “disenchanted” with the outcome.
It follows a crackdown by the ASA on “greenwashing” – claims made by corporations branding merchandise as eco-friendly, inexperienced or sustainable.
Within the banned tv advert, seashores are proven filled with litter after which kids are proven choosing up the garbage.
A voiceover stated: “For actual change all of us must roll up our sleeves and get soiled”.
Textual content on the display stating that the product “removes stains at 30C” is proven, with the Persil bottle, which the advert states is made with 50% recycled plastic.
“Robust on stains and kinder to our planet,” the voiceover provides.
A viewer complained to the watchdog that Persil’s claims of being “kinder” to the planet had been unsubstantiated.
The regulator upheld the criticism and stated that the claims may solely be justified if the product supplies an environmental profit over different comparable merchandise.
“Though we acknowledged Persil had been enterprise actions to scale back the environmental impression of their merchandise, we had not seen proof or evaluation to display the general environmental impression of the featured liquid detergents over their full-life cycles, in contrast with Persil’s personal earlier merchandise or different merchandise, in assist of the declare ‘kinder to our planet’”, the ASA stated.
Unilever countered that the advert confirmed how its liquid detergent was “kinder” to the planet as a result of it saved vitality by cleansing in quick washes and at decrease temperatures. It additionally stated it was “kinder” as a result of the product used recycled plastic.
A spokesperson for Unilever advised the BBC that’s was “disenchanted” with the ASA’s outcome.
“We’re dedicated to creating on-going enhancements to all our merchandise to make them extra sustainable and can proceed to take a look at how we will share this with our consumers”, Unilever stated.
The ASA banned the advert as a result of it concluded that the premise of the declare “kinder to our planet” had not been made clear.
The regulator additionally stated the advert featured “numerous strands of messaging” about Persil’s wider environmental initiatives together with encouraging individuals to “personally take motion to take care of the surroundings”, and exhibiting kids gathering plastic litter.
“Within the context of the complete advert with a number of messages regarding environmental points, we thought of the that means and foundation of the declare “kinder to our planet” was unclear,” the ASA stated.
“Moreover, within the absence of proof demonstrating that the full-life cycle of the product had a lesser environmental impression in comparison with a earlier formulation, we concluded the advert was prone to mislead,” a spokesperson from the ASA added.