Unilever, a multinational consumer goods company, has agreed to stop using unclear sustainability claims on its product packaging following a complaint from the Dutch Consumers’ Association (Consumentenbond). The association accused Unilever of misleading consumers with terms like 'sustainably grown peanuts' and 'sustainable packaging'. In response to these concerns, the Netherlands Authority for Consumers and Markets (ACM) intervened.

As a result of discussions with ACM, Unilever announced that it would adjust most of its packaging by January 1, 2026. While some products with the old packaging may still be available in stores after this date, the majority of the revised packaging is expected to hit shelves in the first quarter of 2026. Unilever has already begun making some adjustments to its packaging.

Edwin van Houten, Director of ACM’s Consumer Department, expressed satisfaction with Unilever's decision to stop using vague sustainability claims, emphasizing the importance of clear communication for consumers. ACM is currently investigating sustainability claims in the food sector and aims to ensure that markets operate fairly and transparently, allowing consumers to make informed choices.

ACM's efforts are part of a broader initiative to promote sustainable consumption and protect consumers from misleading claims, which also fosters fair competition among businesses.