An investigation by consumer watchdog Which? has revealed that several UK brands marketing bamboo toilet paper have been found to contain significantly less bamboo than claimed, calling into question their eco-friendly assertions.
A recent study conducted by the consumer watchdog Which? has revealed that several UK brands marketing themselves as producers of bamboo toilet paper have been found to contain significantly less bamboo than claimed. The investigation singled out three popular brands – Bumboo, Naked Sprout, and Bazoo – for having misleading eco-friendly claims, with some products containing as little as 2.7% bamboo, and the rest being made up of other woods such as acacia and eucalyptus.
Despite their promotional materials suggesting that the toilet paper was made entirely from bamboo, the Which? report has called these assertions into question, highlighting the broader issue of transparency and honesty in the marketing of so-called sustainable products. Bamboo is often touted for its eco-friendly benefits, such as its rapid growth and ability to regenerate quickly, making it an appealing alternative to traditional virgin wood pulp sourced from trees.
However, the findings suggest that not all bamboo toilet paper on the market lives up to these sustainable expectations. Conversely, brands like Who Gives A Crap and The Cheeky Panda were validated to contain 100% bamboo as advertised, showcasing that genuine sustainable toilet paper production is achievable.
The Which? investigation applied a method endorsed by the Technical Association of the Pulp and Paper Industry to examine the fibre content of the toilet paper samples. This discovery has raised concerns over the accuracy of sustainability claims made by brands, emphasizing the need for greater scrutiny and for brands to establish more transparent and reliable supply chains.
In response to the findings, the brands cited have pledged to address the issues uncovered. Bumboo has committed to greater transparency and improved quality control in its supply chain. Bazoo highlighted its continuous efforts to audit its production process in line with the Forest Stewardship Council (FSC) standards. Similarly, Naked Sprout has defended its use of FSC-certified materials and its commitment to maintaining a traceable and small supply chain.
The FSC has responded to the situation by affirming its dedication to accurate product composition verification and investigating the misleading claims. This situation underscores the importance of independent verification and consumer awareness in navigating the eco-friendly market, particularly highlighting the disparity between claims and actual product composition in the industry.
