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Lavazza coffee advert banned for ‘misleading’ customers with compostable pod claims

  • The Advertising Standards Authority banned Lavazza and Dualit's coffee adverts in 2024 for misleading claims about compostable pods and bags in the UK.
  • The adverts suggested that the products could be composted at home, but the pods and bags were only industrially compostable under European Standard EN13432.
  • Lavazza’s Eco Caps could release toxic matter if composted domestically, while Dualit's bags made from polylactic acid also needed industrial composting to break down properly.
  • The ASA stated the claim ‘‘compostable capsules’’ implied home composting and considered this likely to mislead, while Lavazza said it disagreed but amended its ad in June 2024, taking it offline for nearly 10 months.
  • The ban underscores the importance of clear environmental disposal claims to prevent consumer confusion and potential contamination of recycling streams from compostable plastics.
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Bromsgrove AdvertiserBromsgrove Advertiser
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Lavazza coffee advert banned for ‘misleading’ customers with compostable pod claims

Lavazza and Dualit coffee adverts have been banned by the Advertising Standards Authority (ASA) for 'misleading' compostable pod and bag claims.

·Bromsgrove, United Kingdom
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CapeTown ETC broke the news in on Tuesday, April 29, 2025.
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