The Competition and Markets Authority is launching an investigation into retailers Boohoo, Asos and George at Asda to see if their sustainability claims are misleading customers.
and George at Asda 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.”
Cardell warned that all fashion brands should take note as it probes into greenwashing. In September 2021, the CMA published its “Green Claims Code” guide to help brands and customers navigate eco-friendly options. In the U.K., 13 million items of clothing end up in landfills per year, and the CMA wants to tackle this waste.
“The group will continue to work collaboratively with the CMA and is committed to providing its customers with accurate information on the products they buy. Boohoo does not intend to comment further on the investigation at this stage,” Boohoo said in a statement. Asos followed suit by adding that it “will cooperate with the investigation and is committed to playing its part in making fashion more sustainable, including providing clear and accurate information about its products. Asos does not propose to comment on the investigation further at this stage.”
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