The UK’s antitrust regulator is investigating “green” claims made by the British arm of Unilever Plc, saying it wants to ensure that consumers aren’t being misled by a company that has touted social responsibility as a selling point for goods ranging from shampoo to ice cream.

The maker of Dove soap and Cif cleaner may have been overstating the environmental qualities of certain products through the use of “vague and broad” claims, unclear statements and natural looking images and logos, the Competition and Markets Authority said Tuesday.