Undertakings* have been secured by the CMA from ASOS, Boohoo and George at Asda to change the way they display, describe and promote their green credentials so that consumers will see clear and accurate claims going forward. The three enterprises generate some £4.4bn annually from UK fashion sales.
Sarah Cardell, chief executive at the CMA, said: “Following our action, the millions of people who shop with these well-known businesses can now have confidence in the green claims they see. This also marks a turning point for the industry. The commitments set a benchmark for how fashion retailers should be marketing their products, and we expect the sector as a whole – from high street to designer brands – to take note and review their own practices.”
All three businesses must regularly provide the CMA with reports on how they are complying with the commitments they signed – as well as taking steps to improve their internal processes.
*Undertakings by the three enterprises include:
Ensuring that all green claims are accurate and not misleading. Key information must be clear and prominent, meaning it must be expressed in plain language, easy to read, and clearly visible to shoppers
Statements made about materials in green ranges must be specific and clear, such as ‘organic’ or ‘recycled’ rather than ambiguous – e.g. using terms like ‘eco’, ‘responsible’, or ‘sustainable’ without further explanation. The percentage of recycled or organic fibres must be clearly displayed and easy for customers to see.
The firms must not use ‘natural’ imagery – such as green leaves – logos or icons in a way that suggests a product is more environmentally friendly than it actually is.
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