UK Warns 17 Fashion Brands on Greenwashing

The UK s advertising watchdog has sent letters to 17 prominent fashion brands, urging them to reassess their marketing strategies for sustainability claims amid a crackdown on greenwashing. The Competition and Markets Authority (CMA) concluded an investigation into companies like Boohoo and Asos, demanding clarity on their green assertions. The CMA has released a compliance guide to assist the fashion sector in aligning their sustainability marketing with legal requirements. The letters highlight concerns over vague or general claims that could mislead consumers, such as labeling products as recycled when only a small portion of recycled materials was used in their production, or marketing collections as sustainable without clearly defining the criteria for such a designation. The CMA has not yet taken enforcement action against the brands it has cautioned but has warned that upcoming regulatory changes will grant it the power to fine companies up to 10% of their global revenue for violating consumer law. CMA s interim senior director of consumer protection, Hayley Fletcher, emphasized that all businesses in the fashion sector should pay attention to the guide and reflect on their practices. Now is the time for businesses to get it right, she stated. This move comes after accusations of greenwashing by a UK watchdog, which led major UK fast fashion retailers like Asos and Boohoo to change the way they promote the environmental credentials of their clothes.

Source: businessoffashion.com
Published on 2024-09-18

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