BBB National Programs calls shenanigans on P&G detergent’s biobased claims

In New York, the National Advertising Division of BBB National Programs is pushing Procter & Gamble to be more transparent about the plant-based content of its Purclean detergent brand. While the detergent packaging does note that it contains only three-quarters biobased content, The NAD says consumers are likely to conclude the entire formulation is made of renewable ingredients based on the size and positioning of the disclosure. “Although the seal discloses the amount of biobased content, 75%, it does so in very small font such that it does not meaningfully qualify the overarching unsupported message reasonably conveyed to consumers that the entire product is biobased,” NAD adds.

NAD says the ingredients list on the back of the bottle is also misleading, with organic ingredients identified as coming from plants or minerals and oil-based ingredients singled out simply as “cleaning aids.”