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Ethical brand ratings and accreditation since 2001

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Deep Freeze

How ethical and sustainable is Deep Freeze? 

Deep Freeze is included in The Good Shopping Guide‘s Pain Remedies Ethical Ratings Table. Deep Freeze has yet to meet our ethical standards, but we believe that in the future, the brand will make the necessary changes to function as a more ethical organisation. Deep Freeze might increase consumer trust by applying for Ethical Accreditation, which would include a more complete examination and suggestions for ethical development.

Do you want to see how Deep Freeze compares against other popular brands within the Ethical Pain Remedies Sector? Visit the Pain Remedies Ethical Ratings Table.  The Good Shopping Guide’s Ratings Table can help you to find out more about the criteria that a brand has to fulfil to receive a top rating.

The Good Shopping Guide suggests that all brands follow the good example that has been set by our top-rated brands and adopt more ethical practices.

What does Deep Freeze do?

Deep freeze is a pain relief gel that provides cooling relief to sprains, strains, joint, foot and muscle pain. Deep Freeze is owned by both The Mentholatum Company Ltd nd Rohto Pharmaceutical Co. Ltd.

For which criteria does Deep Freeze perform poorly? 

Deep Freeze received a low rating for Organic and Vegetarian/vegan, due to a lack of organic and plant-based products within its product range. Deep Freeze also receives a middle rating for Animal Welfare, since neither the brand or its parent company has a statement confirming its position on animal testing.

Past Criticisms of Deep Freeze’s ethical record

Deep Freeze faced criticism as Rhoto received a low S&P Global ESG score of 4/100 in the Sustainability assessment. This ranking is based on corporate economic, environmental and social performance.

In what areas does Deep Freeze score well for its ethics?

Deep Freeze receives a high score for Genetic modification as Rhoto is involved in regenerative medicine whilst this is a form of genetic engineering used to support the advancements of medicine and therefore is not penalised. The brand also receives a high rating for Nuclear Power, Animal Welfare, Armaments, Irresponsible Marketing and Political Donations.

How can Deep Freeze improve its ethical rating?

The Ethical rating of a brand is divided into three categories by The Good Shopping Guide: the Environment, People and Animals. Find out more about how we rate.

Deep Freeze may improve its rating and fulfil our fundamental ethical requirements by releasing an Environmental report including a range of targets for the brand to work towards and evidence of the progress being made as well as a range of Organic or Vegan products.

Were you aware that your brand could benefit from Ethical Accreditation? Our accredited brands can proudly display The Good Shopping Guide mark, demonstrating to consumers that it is an ethical and sustainable brand. Our Ratings Table can show you which other brands within the Ethical Pain Remedies sector have been awarded with our ethics and sustainability certification.

Would you like to find out more? Please contact us or fill out a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating