The Competition and Markets Authority has begun an investigation into sustainability claims being made by clothing retailers. It has pointed to what it terms as the ‘vague use of language’ used around eco credentials and claims which has the potential to mislead consumers. Initially, Boohoo, Asda and Asos are being looked at.
Sarah Cardell, interim CEO of the CMA said: “Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine. We’ll be scrutinising green claims from ASOS, Boohoo and George to see if they stack up. Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action – through the courts if necessary.
“This is just the start of our work in the sector and all fashion companies should take note: look at your own practices and make sure they are in line with the law.”
The CMA’s Green Claims Code which was published last September contains details of how businesses may communicate green credentials which avoid the risk of misleading shoppers.