Today, the ASA published a ruling about some of the language we’ve used on our website to describe our baby products at Cheeky Panda, and we welcome it.
We’ve always cared deeply about doing the right thing, and we’ve always believed that sustainability claims should be meaningful and not marketing fluff. This ruling is a reminder of how high that bar really is.
Our intention was to talk about the properties of the bamboo materials, but we now recognise that our wording blurred the line between material-level and product-level claims. We see this as an opportunity to lead with clarity and transparency, and to help raise the bar for how sustainability claims are made across the category.
So we’ve changed our language, and we’re taking responsibility for that.
We’re also continuing to invest in the research and product-level evidence needed to support clearer, more specific claims in the future - because if we’re going to say something, we want to be able to fully stand behind it.
We won’t always get everything perfect. But we will always try to be honest, thoughtful, and open about how we do better.
Julie, Founder, Cheeky Panda
