Unilever Welcomes Regulators' Ongoing Greenwashing Crackdown

Post-Persil ad ban, chief marketer Conny Braams invites brand peers to collaborate on eco initiatives

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In August 2022, an ad for Unilever’s Persil brand was banned by the U.K.’s advertising watchdog, the ASA, for claiming the detergent was “kinder to the planet.”

Part of its longstanding “Dirt Is Good” campaign, which espouses the benefits of getting muddy while encouraging young people to act on social and environmental issues, the TV spot from MullenLowe was criticized for making a green claim it couldn’t substantiate.

The landmark ruling came as regulators across the world launched an offensive on advertisers who were found to be exaggerating a positive environmental impact or misleading consumers.

Unilever chief digital and commerce officer Conny Braams said lessons have been learned from the experience, outlining her hope that tightened regulation in the space would give marketers greater clarity—and thereby more freedom—to discuss their sustainability credentials.




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