The Issue

In the Benelux alone, household cleaning products are linked to more than 10,000 poisoning incidents every year. About half of these cases involve children. And that’s only part of the problem.

Yet for decades, we’ve been told the same thing:

To stay healthy, we need to kill bacteria.

After the COVID pandemic, that message only intensified. “Sterile” became synonymous with “safe”.

The Problem

Today, the claim “Kills 99.9% of bacteria” appears on many of the cleaning products we use in our homes every day.

But this claim only holds true in laboratory conditions - and a home is not a laboratory. In reality, bacteria return quickly via our hands, through the air, and from contact with everyday surfaces.

Even more importantly: most microorganisms are harmless. Only around 0.01% are considered dangerous, while many are actually essential for maintaining a healthy microbiome.

Eliminating these beneficial microorganisms has consequences. Excessive sterilisation of our living environments has been linked to:

A rise in allergies and sensitivities (in some cases by as much as 300%)

More than 10,000 poisoning incidents each year, many of which could be prevented

Unnecessary, long-term exposure to chemicals that studies show can - with frequent use - affect the respiratory system as much as smoking a pack of cigarettes a day

The growing problem of antimicrobial resistance, which the World Health Organization has identified as one of the greatest threats to global public health

Yet this kind of marketing suggests that a home is only truly safe when all bacteria in it are dead.

What We’re Asking

We are not calling for less hygiene. We are calling for hygiene that is honest, proportionate, and grounded in science.

We urge regulators to:

Stop or strictly limit the use of the claim “Kills 99.9% of bacteria” in consumer marketing when it misrepresents everyday hygiene needs

Introduce a clear distinction between medical disinfection and routine household cleaning

Better inform consumers about when disinfection is truly necessary - and when it isn't

Invest in education about microorganisms, so people understand that not all bacteria are harmful and that a healthy microbiome supports overall wellbeing

Support This Initiative

Sign this petition and help put health before marketing.