Delphis Eco, a leading British sustainable cleaning brand, has applauded the consumer watchdog Which?'s recent "greenwash witch hunt."
The company believes the public desperately needs independent verification, especially after Which?'s investigation revealed widespread misleading green claims, with six out of ten products failing multiple principles of the Green Claims Code.
Even more alarming, 84 per cent failed at least one of the Competition and Market Authority’s (CMA) principal checks.
The CMA introduced the Green Claims Code in 2021 to combat greenwashing, protect consumers from being misled and to promote fair competition among businesses by ensuring that those making genuine environmental claims are able to benefit from them.
“Where is the jeopardy for the brands and advertising agencies and how can the Green Claims Code be so badly abused? Where is the Advertising Standards Authority (ASA)? Well done Which? for doing the ASA’s job,” Mark Jankovich, Delphis Eco CEO, said.
“Here at Delphis Eco, we are hugely proud of being eco-disruptors and are fastidious about any claims we make. Thank you to Which? for pointing out the single word we misquoted across our 168-product portfolio. We claimed in a product description that one of our products was ‘highly biodegradable’ when the correct technical term should have been ‘readily biodegradable’.”
Which? highlighted cleaning products as one of the categories with the highest rate of misleading environmental claims. Delphis Eco said its near-flawless result proves the company’s “uncompromising stance on truthful marketing, scientific accuracy, and responsible packaging.”
“What does Ocean-Bound plastic mean? Why do companies claim that their dissolvable laundry or refill sachets are 100% biodegradable, when they know that they leave microplastics in the environment. Where again is the ASA,” Jankovich added.
“We have been pioneering making eco-friendly cleaning products for nearly 20 years and have repeatedly broken the mould inventing products that are better for both the planet and users. We take pride in ensuring every claim on our products is backed by science and transparency and having an error rate of 0.6 per cent versus an 84 per cent failure rate confirms our rigorous approach to overall product sustainability and retail packaging integrity - not just marketing fluff.”
Delphis Eco said its packaging uses 100% recycled plastic, features clear eco-labelling, and prioritises readability and accountability, helping retailers make informed decisions without falling into greenwashing traps.
Delphis Eco continues to call for tighter regulation, better retailer oversight, and support for businesses that genuinely commit to sustainable practices.