The Competition and Markets Authority (CMA) in the UK has forced ASOS, Boohoo, and George at Asda, three of the country’s largest budget fashion brands, to change the way in which they present the environmental impact of their clothes. The companies have signed pledges to exclusively use clear and accurate green claims, according to the CMA. The authority claims that by presenting products as eco-friendlier than they are, brands are distorting competitions and acting unfairly towards customers.
The ethical and sustainable fashion products markets have been plagued by a lot of greenwashing, as companies use eco-friendly labels to market specific clothing ranges without providing further information. ASOS has a “Responsible edit” range, while Boohoo sells clothes under “Ready for the Future”. The CMA’s new plans will require these firms to set out the criteria for inclusion in these categories clearly and include all minimum requirements.
The review is part of a wider plan by the CMA to clamp down on “greenwashing”. Late last year, the authority revealed it was also examining the environmental branding of household products such as washing up liquid and soaps. The CMA’s 20-month investigation into the clothing sector resulted in no legal action against the companies, but rather, they made commitments to change the way they display, describe, and promote their green credentials.
Through the voluntary commitments, the three brands have agreed to make sure the information presented is clear, expressed in plain language, and accurate. ASOS claims these commitments would “set a benchmark” for the clothing and fashion brands, adding that the company remains committed to its “Fashion with Integrity” plan, which includes producing products that are easily recyclable and using lower-impact raw materials
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