A short while back, the UK’s CMA practically declared greenwashing illegal (by reiterating consumer protection law). One of the recent cases, enforcing these guidelines, was Oatly, an oat milk consumer brand. Their ads are generally designed as advocacy campaigns that raise awareness around the climate crisis, and our dietary choices. We need more companies contributing to that discourse.
At the same time, their ads could be seen as misleading to some extent — which is what drew the authority’s attention. In this blog, I lay out why I think this presents a conundrum.