Dutch supermarket chain Albert Heijn (AH) will remove unclear and incorrect sustainability claims from its stores after the ACM raised concerns. AH used phrases like 'most sustainable supermarket' based on outdated customer perception studies, and 'working towards a more sustainable future' without adequate factual support. AH has committed to removing these claims promptly.

ACM emphasized the importance of companies being honest and transparent about sustainability, requiring claims to be accurate, clear, and substantiated with facts. AH will align its sustainability claims with ACM's Guidelines on Sustainability Claims.

ACM's role is to ensure fair markets for consumers and businesses, with a focus on sustainable production and consumption. By overseeing companies' sustainability claims, ACM aims to empower consumers to make informed sustainable choices and protect businesses from unfair competition based on misleading claims.