The greenwashing files Green cleaning products
In March 2010 we gave eight with eco messages on them to a panel of experts to find out whether the claims were justified. We also asked the products' manufacturers to supply evidence to back up their green claims.
Our expert panel - made up of two scientists and a green marketing expert - thought that, while all made some genuine claims, most also made claims that the companies didn’t support with convincing evidence.
A product’s whole life cycle has an impact on the environment but this is often impossible to assess from the claims alone. So for this investigation we looked at point nine of the 10 signs of greenwash - proof - by asking our experts to assess individual claims on product packaging against evidence supplied by manufacturers.
Looking for more greener cleaning products? Check out our guide to green cleaning and natural alternatives, and comprehensive expert reviews of the best washing-up liquids, stain removers and surface cleaners.
Green toilet cleaners
Green Force key claims: It’s specially formulated to limit the impact on the environment.
Tesco Naturally key claims: ‘Naturally…’Its cleaning ingredients are derived from plant extracts. It contains no phosphates and leaves no hazardous chemical residues.
Ecover key claims: It biodegrades rapidly and is ecological.
Sainsbury’s Cleanhome key claims: It’s kinder to the environment and is biodegradable.
Eco toilet cleaners assessed
Our scientists felt that the eco toilet cleaners we gave them all made at least one green claim that wasn’t proven by the manufacturer’s evidence. In some cases, ingredients in the eco products may biodegrade a little faster than those in standard products. However, our scientists felt that there was no convincing evidence to show that the chemicals found in a standard toilet cleaner would have a significantly worse impact on aquatic life.
There are laws in place ensuring the biodegradability of detergents and toilet cleaners all go through a waste treatment plant to remove harmful chemicals once they leave your home in waste water. However, the eco products may be better if you have a septic tank. Our experts also noted that the Sainsbury's eco toilet cleaner had the independently assured EU Eco label.
Tesco Naturally toilet cleaner's packaging says it doesn't contain phosphates or leave a hazardous chemical residue. However, our scientists said that leading toilet cleaners don’t contain phosphates or leave hazardous chemical residues either. As a result of our investigation, Tesco is removing the claim 'no phosphates' from its product.
All the toilet cleaners also made some genuine claims – all use renewable, plant based ingredients.
Eco laundry products
Persil key claims: 'Cleaner Planet Plan' logo.
Ariel key claims: 'Future Friendly' logo.
Simply Active Eco Smart key claims: It uses 36% less powder, is biodegradable and causes 'far less harm to the environment'.
Ecover key claims: It has minimum impact on aquatic life. No optical brighteners.
The environmental impact of laundry tablets depends on how you use them. Ariel and Persil's products have logos to highlight the fact that they can be used at lower temperatures and encourage greener behaviour. However, our expert felt that the logos in themselves weren’t clear about what the green benefits might be.
Which? has tested laundry detergents at 30°C – find out which detergents clean the best at lower temperatures, and how green cleaning detergents such as Ecover and Ariel performed.
Our scientists felt that Ecover and Simply Active Eco Smart both made some claims they didn’t back up with evidence. Ecover’s tablets don’t contain chemicals such as optical brighteners, which it says aren’t easily biodegradable. However, as with toilet cleaners, our scientists felt that there was no convincing evidence to show that the chemicals found in market-leading tablets would have a significantly worse impact on aquatic life than these specialist 'green' products.
Our experts agreed that the eco products did make some genuine claims – all use renewable, plant based ingredients.
Companies defend their green claims
Persil says that its Cleaner Planet Plan has reduced water by 76%, greenhouse gases by 44% and waste by 70% in Persil’s manufacturing processes. It told us that it develops products for low temperatures that are concentrated to save packaging and transport, and it educates consumers about the best ways to wash – where 80% of the environmental impact occurs.
Ariel says: ‘Future Friendly is a campaign between P&G brands and Energy Saving Trust, Waterwise and Waste Watch to help consumers save energy, waste and water. Ariel’s excellent low-temperature cleaning performance is the most important factor in reducing environmental impact.’
Simply says: ‘Our range has been awarded Eco label status after undergoing extensive tests and benchmarked against toxicity criteria which most, if not all, the leading brands cannot meet.’
Green Force says its detergent is derived from sugar. It says the official EU Detergent Database shows that it’s no more toxic than soap and approximately 20 times better than a typical alternative.
Tesco says that it will remove a claim about phosphates from packaging. On hazardous residues, it says that in the case of accidental contact, citric acid and naturally derived detergents are ‘much kinder to the skin than the acid found in other products.’
Sainsbury’s says: ‘The Ecolabel scheme is an independent initiative endorsed by Defra and the EU. This gives our customers credible independent assurance of the environmental credentials of the Cleanhome range.’
Ecover says about both its toilet cleaner and laundry tablets: ‘The rules about biodegradability only apply to the detergents (3%-20% of total product) and only in aerobic conditions (where air is present). Our products are fully degradable in anaerobic and aerobic conditions, going further than legislation and differentiating Ecover from market leaders.’
Green cleaning tips and reviews
Our guide to eco labels can help you decipher green logos and symbols on product packaging. For more on eco cleaning products see our guide to greener cleaning products and natural alternatives, and reviews of washing-up liquids, stain removers and surface cleaners. For the best energy saving appliances we've tested - including efficient washing machines, tumble dryers and TVs - see our energy-saving appliances review.
