Dualit ran paid search ads calling its coffee bags “compostable,” giving the clear impression they could be composted at home. But as the ASA confirmed, this wasn’t true. Like Lavazza’s pods, Dualit’s bags can only be composted under industrial conditions, making the claim misleading to eco-conscious consumers. 

Dualit defended the ads by saying the bags were made from compostable materials, such as polylactic acid from plants. But the ASA concluded that this wasn’t enough – what matters is how consumers are likely to interpret the term, and in a household context, “compostable” implies they can compost the product at home.

By leaning on technicalities instead of clear communication, Dualit misrepresented its product’s environmental impact. Another case of corporate greenwashing that turns a sustainability claim into a smokescreen.

May 2025