Wave Goodbye to the OceanSaver TV Ad: ASA Ruling

In April 2024, we launched a TV Advert we called The Ocean Will Thank You to encourage more environmentally conscious choices through better buying decisions.

The campaign was brought to the attention of the Advertising Standards Authority (ASA), and over the past year, we’ve been in ongoing dialogue to clarify some of their concerns.

Today, the ASA has published its ruling. It’s clear that while our intentions were good, we could have provided more detailed explanations about the environmental impact of plastics and harmful chemicals—and what our products do to address them.

Using music, we aimed to strike a balance between grabbing attention and offering product information. In hindsight, we recognise that we should have been more specific.

For example, we described our products as “biodegradable.” A more accurate statement would have been: “Biodegradable in accordance with ASTM D6691, UNI EN ISO 14852, and OECD 301-F testing methodologies.”

We used the line “so you don’t harm the sea” as a reference to the fact our products, unlike most other laundry capsules sold in the UK at the time, were formulated in a way to not carry the Global Harmonized System Code H412 – “Harmful to aquatic life with long lasting effects”. In hindsight we appreciate our explanation was an oversimplification.

We also claimed “zero microplastics” without elaboration. The full explanation should have read: “The film dissolves upon contact with water and does not contribute to microplastic pollution, in line with the EU restriction on Synthetic Polymeric Microparticles under Commission Regulation (EU) 2023/2055 amending Annex XVII to Regulation (EC) No 1907/2006 (REACH).”

We often talk about choosing plastic-free products and avoiding ingredients that harm aquatic life. Specifically, we aim to steer consumers away from materials like polyethylene terephthalate (PET), polypropylene, and polyethylene, as well as formulations carrying the H412 hazard warning: Harmful to aquatic life with long-lasting effects which often goes unnoticed as part of the back of pack warnings.

In our effort to make sustainable choices simple, we’ve sometimes avoided using technical names or regulatory references. However, going forward, we’ll aim to be more precise and transparent. 

"Want to reduce your climate impact? Try to avoid packaging made from polyethylene terephthalate or polyethylene where possible."

You can read the full ASA ruling here>.

If you haven't tried OceanSaver yet and would like to, you can see our full range here>