Small businesses have been reminded of the importance of avoiding “false or misleading representations” in their marketing.

Australia’s consumer watchdog has instituted proceedings in the Federal Court against companies accused of false advertising of flushable wipes.

The ACCC has instituted proceedings against Kimberly-Clark Australia, and separately against Pental Limited and Pental Products.

According to the ACCC, “they each made false or misleading representations” regarding flushable wipes.

“The ACCC alleges that, by labelling these products as ‘flushable’, consumers were led to believe that the products had similar characteristics to toilet paper, would break up or disintegrate in a timeframe and manner similar to toilet paper, and were suitable to be flushed down the toilet, when this was not the case,” according to the watchdog.

“It is alleged that, by making these representations, Kimberly-Clark and Pental engaged in misleading and deceptive conduct and made false or misleading representations, in contravention of the Australian Consumer Law.”

In both proceedings, the ACCC is seeking declarations, pecuniary penalties, injunctions, corrective notices, compliance program orders and costs.