Consumer NZ is accusing some beauty products of claiming to be more environmentally kind than they are in reality.

Known as “greenwashing” Consumer NZ said false claims of this nature were particularly hard to identify as a consumer — yet they did influence people’s buying habits.

Consumer NZ head of research and advocacy Gemma Rasmussen told Breakfast the ability to make unsubstantiated environmentally-friendly claims on products in New Zealand was "a bit of a wild west".

"With the majority of products in New Zealand, there’s no vetting, no one is really reporting it."


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