ASA Ruling on Kit & Kin Ltd: Misleading Environmental Claims Upheld
The ASA upheld three complaints against Kit & Kin Ltd regarding misleading environmental claims for its 'Eco nappies & wipes' range. The ASA found that claims such as 'eco', 'sustainable', and 'biodegradable' were not substantiated and gave a misleading impression of the products' environmental impact. The company was ordered to ensure future environmental claims are clear, substantiated, and not misleading.
Advertising Standards Authority
Date Added
15 April 2026 at 18:06:25
Why it matters
This ruling reinforces the need for robust substantiation and clarity in environmental marketing claims, especially for absolute terms like 'eco' and 'sustainable'. It highlights the ASA's strict approach to greenwashing and sets a compliance benchmark for similar product categories.