The Advertising Standards Authority (ASA) has taken action against misleading claims regarding coffee pods marketed as “compostable eco capsules.”
The ASA has determined that such descriptions are deceptive, primarily because these pods cannot be composted at home. Advertisements by Lavazza UK and Dualit have faced bans due to their assertions about the environmental benefits of their coffee products. Lavazza, for example, referred to its coffee pods as both “compostable” and “eco caps,” yet these items are only suitable for industrial composting rather than home composting.
In response to the ruling, Lavazza maintained that the term “compostable” should be interpreted to mean that the materials used are compostable, rather than implying that they can be composted in a domestic setting. However, the ASA concluded that the advertisements misled consumers into believing that these coffee pods could be composted at home when, in fact, they require an industrial composting process.
The distinction between home composting and industrial composting is significant. Home composting typically involves a backyard compost bin, which is a gradual process and may not effectively break down all materials. In contrast, industrial composting utilizes specialized machinery and controlled conditions to decompose waste much more efficiently.
Similarly, a paid search advertisement by Dualit claimed its coffee bags were “compostable.” The ASA found that this language implied the bags could be composted at home, which is not accurate. Dualit argued that their coffee bags are certified for industrial composting and are made from polylactic acid, a material sourced from plant sugars and ground coffee. They believed consumers would understand “compostable coffee bags” as being made from a compostable material rather than necessarily suitable for home composting.
Nevertheless, the ASA disagreed with this interpretation, asserting that consumers are likely to assume that products labeled as “compostable” can be disposed of in their home compost systems.
The ASA has underscored the necessity for brands to communicate clearly about the proper disposal methods for their products in an environmentally friendly manner, in order to avoid misleading consumers who are striving to make eco-conscious choices.
Both Lavazza and Dualit have been contacted for their comments regarding the ASA’s ruling.
