Dutch supermarket chain Albert Heijn to remove incorrect sustainability claims following ACM action

Dutch supermarket chain Albert Heijn (AH) will remove unclear and incorrect sustainability claims from its stores. It will do so after the Netherlands Authority for Consumers and Markets (ACM) confronted the company with the claims. In various stores, AH used the phrase ‘most sustainable supermarket’, which was based on a study into the perceptions of customers, and not on concrete sustainability efforts. This was not made sufficiently clear. Furthermore, that study was no longer relevant. In addition, AH used the claim ‘together with our growers / our farmers, we are working towards a more sustainable future’. AH referred to its website for more information, but that is not enough. Claims need to be as factual and complete as possible, so that consumers immediately understand what the sustainability benefits are. After ACM had confronted AH with these findings, AH immediately committed to removing the claims.

Edwin van Houten, Director of ACM’s Consumer Department, adds: “Companies must be honest and clear about sustainability. This means that they can only use claims that are correct and easy-to-understand. It is important that a supermarket chain like Albert Heijn also uses honest and clear sustainability claims.”

What was this case about?

Sustainability claims must be correct, clear, and complete. All claims that companies make must be substantiated with facts. This applies to all companies that use sustainability claims. AH has committed to stopping the use of the aforementioned claims. AH will continue to test its sustainability claims against ACM’s Guidelines regarding Sustainability Claims.

ACM and sustainability

ACM ensures markets work well for people and businesses, now and in the future. Sustainable production and consumption are essential for a future-ready society. ACM’s oversight over sustainability claims of companies helps realize that. Consumers must be able to make more sustainable choices with confidence.

Consumers are not the only ones that need to be protected against misleading sustainability claims. Businesses that undertake sustainability efforts must be protected against businesses that compete unfairly by using misleading claims. ACM has published its Guidelines regarding Sustainability Claims in order to provide companies guidance about their sustainability claims.