<p>Britain on Wednesday banned an advertisement from consumer goods group Unilever over "misleading" environmental claims for its laundry detergent brand Persil.</p>.<p>The Advertising Standards Authority (ASA) said the television advert, which claimed Persil was "kinder to our planet", had failed to demonstrate environmental benefits.</p>.<p>The ad, featuring children picking up litter on rivers and beaches, stated that Persil bottles were made with 50-per cent recycled plastic and that the liquid detergent cleaned at low temperatures.</p>.<p>"We concluded that the basis of the claim 'kinder to our planet' had not been made clear," the ASA said in a statement.</p>.<p>"Additionally, in the absence of evidence demonstrating that the full life cycle of the product had a lesser environmental impact compared to a previous formulation, we concluded the ad was likely to mislead."</p>.<p>The regulator ruled that the ad must not appear again in its current form.</p>.<p>Unilever said in response to the ruling: "We are disappointed with the ASA adjudication as this TV advertisement.</p>.<p>"We are committed to making on-going improvements to all our products to make them more sustainable and will continue to look at how we can share this with our shoppers."</p>
<p>Britain on Wednesday banned an advertisement from consumer goods group Unilever over "misleading" environmental claims for its laundry detergent brand Persil.</p>.<p>The Advertising Standards Authority (ASA) said the television advert, which claimed Persil was "kinder to our planet", had failed to demonstrate environmental benefits.</p>.<p>The ad, featuring children picking up litter on rivers and beaches, stated that Persil bottles were made with 50-per cent recycled plastic and that the liquid detergent cleaned at low temperatures.</p>.<p>"We concluded that the basis of the claim 'kinder to our planet' had not been made clear," the ASA said in a statement.</p>.<p>"Additionally, in the absence of evidence demonstrating that the full life cycle of the product had a lesser environmental impact compared to a previous formulation, we concluded the ad was likely to mislead."</p>.<p>The regulator ruled that the ad must not appear again in its current form.</p>.<p>Unilever said in response to the ruling: "We are disappointed with the ASA adjudication as this TV advertisement.</p>.<p>"We are committed to making on-going improvements to all our products to make them more sustainable and will continue to look at how we can share this with our shoppers."</p>