# Unilever has been ordered to alter the packaging of its Sunlight Platinum dishwashing liquid after the Advertising Regulatory Board found its marketing claims to be misleading. The front label prominently advertised a “100-percent plant-based active” formulation. A consumer complaint however revealed the back label says “other non-plant-based actives are included” in small print. The company argued the front label specifically referred to a 100-percent natural active surfactant, rhamnolipid. The board ruled an average consumer would reasonably assume the entire product, or its entire active base, was 100-percent plant-based.
Advertising Regulatory Board orders Unilever to withdraw claim about its dishwashing liquid