The encyclopedia · Advertising & PR · Marketing decision · 2026
Kit & Kin's 'eco' nappies and 'biodegradable' wipes banned for misleading green claims
ASA banned Kit & Kin's 'eco' range claims — 'better for our world', 'sustainable', 'biodegradable' — after P&G complained the evidence was incomplete.
Kit & Kin Ltd · 2026-02-04
What happened
Kit & Kin marketed its 'Eco nappies & wipes' range with claims including 'PROTECTING YOUR WORLD, NATURALLY', 'better for our world', 'Sustainable' and '99% water, Biodegradable, 0% plastic'.
Procter and Gamble UK complained, and the ASA upheld all three issues. Consumers would read 'eco' as an absolute claim that the products caused no environmental harm, but the nappies used plastic-based Velcro tabs and leg cuffs whose extraction and disposal have a negative impact.
The biodegradability evidence covered only the viscose component (90% in six months), not the wipes as a whole, and the ad omitted disposal method and potential by-products.
Why it happened
- Plastic fasteners made an 'eco' claim about a whole nappy impossible to uphold
- Absolute 'eco' and 'sustainable' wording left no room for the plastic the product still used
- A biodegradability test on one ingredient did not prove a whole product biodegrades
The lesson
Calling a range 'eco' is a promise about every part of every product. If the fasteners are still plastic, the word 'eco' has already promised something the catalogue cannot deliver.
Aftermath
The ASA told Kit & Kin to ensure the basis of its environmental and comparative claims was clear and that it held robust substantiation. The company had already removed the 'better for our world' claim after receiving the complaint.
Sources
spotted an error? The club wants to know.
More like this
The Cheeky Panda's 'sustainable' and 'biodegradable' baby products banned by ASA
Morley's Woking's £12 burger deal ad broke the HFSS online-ad ban
The Turmeric Co's website testimonials pushed a health cure — the ASA banned them
Somewhere, someone solved the problem this company failed at. 2nd Opinion →
Comments · 0
Sign in to join the comments.