Our thinking

Green(washed) carpets

7 March, 2025

Ever bought a “biodegradable” product only to realise later it needs industrial composting to break down? Or a “sustainable” item wrapped in layers of plastic? Turns out, sustainability claims can be slippery, and even well-meaning companies can get it wrong.  

Take Flooring by Nature, a small business selling wool carpets as a more sustainable alternative to synthetic ones. Their intentions were good, but when the Advertising Standards Authority (ASA) reviewed their ads, they found that some claims lacked clarity. While the wool pile was biodegradable, many carpets had plastic backing, meaning they weren’t fully compostable. The ASA then asked the company to be clearer about what parts of the carpet were biodegradable, ensure claims covered the full lifecycle, and provide guidance on proper disposal to consumers. 

This kind of scrutiny may feel discouraging, especially for small businesses trying to do the right thing. But the lesson here isn’t ‘don’t make sustainability claims,’ it’s ‘make clear, substantiable ones.’ Flooring by Nature has now refined its messaging on their website and come back stronger. And while they’ve had to adjust their wording, their products remain the same: high-quality carpets made from natural materials, built to last, and backed by multi-year guarantees.  

So, if you’re in the market for low-impact flooring, they’re definitely worth considering – just with a bit more transparency about what you’re stepping into. 

 

By Sirisha Venkatesh