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Ethical brand ratings and accreditation since 2001

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How ethical is Dulux?

Dulux is a brand of trade and domestic paint which was the first paint brand to be advertised on television in 1961.

Dulux has been given a below-benchmark score on The Good Shopping Guide’s Ethical Paint Ratings Table. Although it has not yet met our ethical benchmark, we hope to see Dulux make progress in future.

Read more about the issues facing the Ethical Paint sector and find out which companies have achieved accreditation for their commitment to being ethical and sustainable.


In which areas does Dulux perform poorly?

Dulux is given a bottom score for our Nuclear Power and Fossil Fuels criteria, as parent company, Akzo Nobel, provides products to these industries. It also gets a poor rating for Animal Welfare as it confirms that it does test on animals ‘when required to by law’.

A subsidiary of Akzo Nobel, International paint Ltd, was recently fined £650,000 after a highly toxic chemical washed out into a river in Devon. Find out more about how we rate by exploring our ethical criteria.


In which areas does Dulux score well for its ethics?

Dulux gets a top score for its Environmental Report as Akzo Nobel has a sustainability page which links to lots of information and targets regarding the environment and sustainability.

How can Dulux improve its ethical rating?

The below-benchmark score that Dulux is awarded is the result of an evaluation of multiple ethical criteria. To reach our minimum benchmark score and qualify for Ethical Accreditation, Dulux has some issues to resolve including  its involvement in the Fossil Fuels industry.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Toxic Chemicals Policy


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


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