A Closer Look At Those Eco-Friendly Claims
By Dr. Charlie Rolsky
We all want to do our part for the planet, and choosing “eco-friendly” cleaning products seems like a no-brainer. But what if those claims aren’t quite as clear-cut as they seem?
Recently, a company called OceanSaver, known for its “plastic-free” laundry and dishwasher pods, got into a bit of hot water over some of their ads. Let’s break down what happened in simple terms, because it’s a good lesson for all of us trying to make greener choices.
The Big Question: What Does “Plastic-Free” Actually Mean?
OceanSaver’s ads loudly proclaimed their products were “plastic-free” and contained “zero microplastics.” They even showed cute, animated crabs singing about not harming the sea. Sounds great, right? The issue is with a common ingredient in these pods: PVA or PVOH (polyvinyl alcohol). OceanSaver argued that PVA isn’t “plastic” in the traditional sense because it dissolves in water and can break down into natural elements. They pointed out that some regulations even exempt PVOH from being classified as a microplastic because it dissolves.
However, the Advertising Standards Authority in the UK (the folks who make sure ads are honest) looked at it differently. They believed that when a company says “plastic-free,” people expect no plastic, and no tiny plastic bits (nano- or microplastics) to be left behind. While PVA might dissolve, the evidence didn’t fully convince them that it completely disappears without a trace or that it’s harmless to sea life.
The Bottom Line (on “Plastic-Free”): The watchdog said OceanSaver couldn’t prove their products were truly “plastic-free” or “zero microplastics” in a way that most people would understand. They also couldn’t fully back up the claim that using their products meant you “don’t harm the sea.”
Do They Really “Fully Biodegrade”?
OceanSaver also claimed their pods had a “Biodegradable film” that would “fully biodegrade.” Again, sounds perfect for the environment! But when the watchdog dug into the scientific reports, they found that while PVA can break down, the evidence didn’t show it fully biodegraded through normal washing machine use or within normal wastewater treatment plants. Some studies even showed that a sizable portion of the PVA was left behind. See our research on this via Forbes here, or our own article here.
The Bottom Line (on “Biodegradable”): The watchdog found that OceanSaver couldn’t fully prove their pods totally disappear when you use them. So, the claims of “biodegradable film” and “fully biodegrade” were misleading.
This case isn’t just about one company: it’s a reminder for all of us to be savvy consumers.
- Read beyond the buzzwords: “Plastic-free,” “biodegradable,” “eco-friendly” – these terms are great, but it’s important to understand what they really mean and if the company can back them up.
- Don’t be afraid to question: If a claim seems too good to be true, it might be.
- Look for credible certifications: Some independent organizations certify products based on strict environmental standards. These can offer more assurance.
- Do your own research (a little bit!): A quick search can sometimes reveal important information about ingredients or company claims.
- Follow Shaw Institute: We are working on developing a guide to help you make the most sustainable choices when it comes to laundry and dish detergents.
Ultimately, while many companies genuinely strive to be more environmentally friendly, it’s crucial that their marketing matches reality. This ruling helps ensure that companies are transparent and honest about their green claims, so we can all make truly impactful choices for our planet.