British Cleaning Brand Welcomes Scrutiny on Environmental Marketing

A landmark investigation by UK consumer watchdog Which? has placed green marketing claims in the spotlight, and one company stands out from the crowd. Delphis Eco, a British manufacturer of sustainable cleaning products, has demonstrated near-perfect compliance with the UK’s Green Claims Code, highlighting both its transparency and leadership within the industry.

In a report examining 20,000 products across categories such as food, cleaning products, and cosmetics, Which? found that six in every ten products failed multiple principles of the Competition and Markets Authority (CMA) Green Claims Code. Even more striking, 84% of all products reviewed fell short on at least one of the CMA’s six core principles.

Delphis Eco’s record was nearly flawless, with just a single minor error across its 168-product portfolio. The brand’s CEO, Mark Jankovich, welcomed the scrutiny and expressed frustration at the wider industry’s shortcomings.

“Where is the jeopardy for the brands and advertising agencies and how can the Green Claims Code be so badly abused? Where is the Advertising Standards Authority (ASA)? Well done Which? for doing the ASA’s job,” said Jankovich.

One Word, One Error

The Which? review flagged Delphis Eco for describing one product as “highly biodegradable” instead of the correct term “readily biodegradable.” The company immediately amended the wording in line with CMA guidance.

“This is a silly error which we are frustrated about and was immediately amended to be in full compliance with CMA guidance,” Jankovich added.

While the discrepancy was minor, its discovery reinforces Delphis Eco’s commitment to scientific accuracy and consumer trust. Compared to an 84% industry failure rate, Delphis Eco’s 0.6% error margin is a rare exception rather than the norm.

A Broader Industry Problem

Cleaning products emerged as one of the most problematic categories in Which?’s investigation, often featuring misleading environmental claims. According to the CMA, vague terms like “eco-friendly” or “natural” without solid proof can mislead consumers and violate advertising regulations.

Jankovich raised pointed questions about the marketing tactics employed by competitors:

“What does Ocean-Bound plastic mean? Why do companies claim that their dissolvable laundry or refill sachets are 100% biodegradable, when they know that they leave microplastics in the environment. Where again is the ASA?”

This call-out reflects a growing frustration among environmentally responsible brands over what’s often referred to as “greenwashing” – the practice of making exaggerated or false environmental claims to appeal to eco-conscious consumers.

The Role of Regulatory Bodies

The Advertising Standards Authority (ASA) and CMA both play critical roles in overseeing truthful advertising in the UK. While the ASA typically handles direct marketing and advertising complaints, the CMA enforces broader consumer protection laws, including those governing environmental claims.

The Which? report suggests a gap in enforcement, allowing misleading claims to proliferate unchecked. Delphis Eco is calling for tighter regulation and stronger oversight to create a level playing field.

“We take pride in ensuring every claim on our products is backed by science and transparency and having an error rate of 0.6% versus an 84% failure rate confirms our rigorous approach to overall product sustainability and packaging integrity – not just marketing fluff,” Jankovich said.

Sustainability Beyond Marketing

Delphis Eco’s approach to sustainability extends beyond its product formulations. The company uses 100% recycled plastic in its packaging and emphasizes clear, readable eco-labelling to help customers make informed choices.

This aligns with wider trends in the consumer goods sector. According to a 2024 report from the CMA, consumers are increasingly demanding proof of sustainability claims. Retailers and manufacturers alike face mounting pressure to back up green claims with verifiable data.

By maintaining transparency and advocating for stricter rules, Delphis Eco positions itself as a standard-bearer in a sector facing growing public and regulatory scrutiny.

A Call for Industry Accountability

While Delphis Eco’s track record may be exceptional, Jankovich emphasizes the need for industry-wide change rather than isolated compliance.

Delphis Eco continues to call for tighter regulation, better retailer oversight, and support for businesses that genuinely commit to sustainable practices – not those chasing trends with vague, unverifiable statements.

The Which? investigation provides a snapshot of the current landscape, underscoring the importance of robust governance frameworks. As regulatory bodies respond to growing consumer concern, companies like Delphis Eco illustrate that compliance is not just possible but essential in building trust and safeguarding the planet.

For more information you can visit our website: www.delphiseco.com