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Watchdog bans ads describing coffee pods as 'compostable'
The Guardian
|April 30, 2025
Descriptions of coffee pods as "compostable eco capsules" were misleading as they cannot be composted at home, the Advertising Standards Authority (ASA) has ruled.
The ASA banned adverts by Lavazza UK and Dualit that made claims about the green credentials of their coffee products. Lavazza described its coffee pods as "compostable" and "eco caps", but they can only be disposed of in such an eco-friendly way during an industrial process. The company, defending its advert, said "compostable" would be understood as meaning that a product was made of compostable material, and not necessarily that it was compostable in domestic compost.
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