Our thinking

Competition keeping green marketing clean

30 May, 2025

It’s not every day that cleaning product rivalry makes headlines, but when it comes to green claims, a little competition can be a good thing. In the UK, eco-cleaning pioneer Ecover recently successfully challenged its competitor, OceanSaver, over greenwashing in its advertising.  

OceanSaver’s ads claimed its laundry pods were “plastic-free,” “fully biodegradable,” and “contained zero microplastics.” Ecover disputed these assertions, pointing out the pods use polyvinyl alcohol (PVOH), a synthetic polymer considered a plastic. While OceanSaver argued PVOH is water-soluble and excluded from EU microplastics regulations, the UK’s Advertising Standards Authority (ASA) found that the evidence provided did not specifically substantiate the claims for OceanSaver’s products. Studies cited by OceanSaver did not relate directly to its laundry pods or prove full biodegradability under typical washing conditions. As a result, the ASA ruled that the ads were misleading and ordered them to be withdrawn. 

What does this mean for the rest of us? When brands compete on transparent eco-credentials, it can be a win for consumers and the environment alike. Rivalry keeps brands honest and pushes them to back up their green promises with real science, not just clever marketing. It also helps shoppers make truly informed choices, cutting through the noise of “green” buzzwords. 

As more brands try to outdo each other on sustainability, the risk of greenwashing grows. But so does the scrutiny. If every bold claim is likely to be challenged by a competitor (and checked by regulators), the whole industry is nudged toward higher standards. In the end, a little healthy competition might just be what we need to keep green marketing clean. 

By Emma Alajarin