Ecover advocates for consumers by calling for further action following the Advertising Standards Authority (ASA) ‘plastic-free’ ruling.
UK Cracks Down on Misleading ‘Plastic-Free’ Claims in New Ad Ruling
2nd April 2025 – The UK’s independent advertising regulator has updated its Advertising Codes to prohibit brands from claiming ‘plastic-free’ where products contain polyvinyl alcohol (PVOH/PVA). This decision, which followed a challenge on a TV ad for Oceansavers, highlights growing concerns around greenwashing and the need for clearer industry standards.
With at least 10 major brands and airlines reprimanded for misleading green claims in the past year, this ruling is part of a broader push for accountability in environmental marketing. While the watchdog’s decision marks a significant step forward, companies can still use misleading statements in spaces outside of the ASA’s remit, e.g packaging.
Ecover Urges Greater Transparency and Accountability in Fight Against Greenwashing
Industry-leading cleaning brand, Ecover – which has been on a mission to redefine what being ‘clean’ truly means for over 40 years – views this as progress for consumers and supports continued vigilance on unsubstantiated product sustainability claims. Committed to pushing progress over perfection, Ecover is calling for greater honesty and clearer definitions to prevent greenwashing in the sector.
While the watchdog’s decision marks a significant step forward, companies can still use misleading statements in spaces outside of the ASA’s remit. Product labels, for example, can still tout ‘plastic-free’ without immediate consequences, leaving consumers vulnerable to misinformation.
An Ecover spokesperson, said: “We have long believed that businesses have a responsibility to make the world better, which is why we advocate for honesty and transparency at an industry-leading level.
“This ruling helps pave the way for meaningful change; however, its limitations highlight the importance of educating consumers. The science behind making eco-conscious choices can be complex, so it’s imperative brands take accountability in arming shoppers with facts to enable them to make informed purchase decisions.”
Ecover Calls for Clearer Standards as PVOH’s Role in ‘Plastic-Free’ Claims is Re-examined
PVOH – which is commonly defined as a water-soluble plastic – has previously been overlooked in discussions around ‘plastic-free’ claims, likely due to its ability to biodegrade. What hasn’t been taken into account is that the industrial processes that are required to enable its biodegradability are not universally available, meaning it can – and often does – contribute to the spread of microplastics in environment.
Guided by the ethos of progress over perfection, Ecover recently launched laundry capsules which use 54 per cent less plastic per wash than its laundry liquid*. The 100 per cent soluble capsules – made with 75 per cent bio-based ingredients and naturally-inspired fragrances using at least 50 per cent upcycled ingredients – do contain PVOH and nowhere does the brand claim this innovation is plastic-free.
The Ecover spokesperson continued, “Ecover first launched with a clear mission to tackle the dirty side of cleaning. Lack of transparency around product claims is one of the many issues we’re actively combatting. This ASA ruling marks progress, but it’s up to us as businesses to build on this foundation and set a higher standard.”
