Eco-powders' misleading claims come out in wash

A consumer group has given warning of "greenwashing" after tests on laundry powders marketed as eco-friendly found one to be misleading and potentially dangerous.

Consumer New Zealand said its investigation came amid a rise in the use of broad or poorly defined green claims which were likely to be misunderstood by consumers.

An investigation found that All Natural and Ecostore laundry powder had high pH levels, which could pose a health risk.

Consumer NZ research writer Jessica Wilson told the Herald that All Natural misled buyers in claiming its laundry powder was environmentally friendly and hypo-allergenic.

"People might be influenced by the packaging claims, thinking it's a safe option, but we found that's not the case," said Ms Wilson.

Consumer NZ also noted that All Natural was not permitted to use the "not tested on animals" logo that it had on its packs.

The bunny logo belonged to Choose Cruelty Free (CCF), which vets "no animal testing" claims in New Zealand. CCF had not cleared All Natural's product.

The powder also contained a mineral salt - sodium metasilicate - which if swallowed could cause severe burns to the throat, nose or windpipe.

Consumer NZ cited cases of children who had swallowed dishwasher detergent containing the ingredient. Some suffered burns so severe they needed operations.

Under Environmental Risk Management Authority requirements, All Natural's laundry powder should have been contained in child-proof packaging, with specific hazard warnings.

After a Department of Labour investigation, All Natural reformulated the laundry powder.

The company went into liquidation two weeks ago, and its former owners could not comment on the investigation.

But the product remained on the shelves, and Consumer NZ is calling for it to be removed.

Testing commissioned by Consumer NZ revealed that the All Natural powder had a pH level of 12.6, which meant it was highly corrosive.

The company's independent testing gave a pH level of 9.5 to 10.

Since 2007, dishwasher detergents with a higher pH level than 12.5 have been banned. Consumer NZ wanted the same rule to apply to laundry powders.

Consumer NZ's investigation found an award-winning brand, Ecostore, had a pH of 11.8 in its laundry powder.

The company had now reformulated its powder to meet standards.

Ms Wilson said some brands were trying to cash in on a "green wave" of shoppers who were increasingly aware of a product's carbon footprint.

The Department of Labour was satisfied with All Natural's response, and did not demand a recall.

Misleading environmental claims could fall under the Fair Trading Act. Penalties for breaching the act by using misleading information could result in a $60,000 fine for an individual or a $200,000 for a company.

DIRTY LAUNDRY

All Natural laundry powder:
* Not tested by Choose Cruelty Free but carried its logo.

* Contained sodium metasilicate, which can cause severe burns if swallowed.

* Had a pH level of 12.6, which meant it was highly corrosive, according to Consumer NZ.

Ecostore laundry powder:
* A pH of 11.8, according to Consumer NZ tests, meaning it was a hazard under ERMA rules and needed child-proof packaging.