Companies that make top brands including Kit Kat chocolate and Dove soap may face fines if they fail to buy more green palm oil under new rules aimed at improving the controversial industry's environmental sustainability.

Green groups cautiously welcomed the move from the Roundtable on Sustainable Palm Oil (RSPO), a watchdog that sets environmentally-friendly standards and brings together a wide range of industry players, but were sceptical the rules would be strictly enforced.

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