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UK CMA issues advisory to all fashion retailers to review green claims

29 Mar '24
2 min read
Pic: Adobe Stock
Pic: Adobe Stock


  • The UK Competition and Markets Authority (CMA) has advised fashion retailers to review their green claims after ASOS, Boohoo and George at Asda committed to use only accurate and clear green claims.
  • All three will send CMA regular compliance reports.
  • CMA had launched a probe in July 2022 into the three brands, identifying concerns of possible greenwashing.
The UK Competition and Markets Authority (CMA) recently issued an open letter advising all fashion retailers to review their green claims in light of the commitments by ASOS, Boohoo and George at Asda made through formal agreements to use only accurate and clear green claims.

The three brands, which together make over £4.4 billion annually from UK fashion sales, have committed to change the way they display, describe and promote their green credentials.

The move comes after the CMA launched an investigation into the three brands to scrutinise their fashion ‘green’ claims in July 2022, having identified concerns of possible greenwashing during its initial review of the fashion sector, according to an official release.

“Following our action, the millions of people who shop with these well-known businesses can now have confidence in the green claims they see,” CMA chief executive Sarah Cardell said.

The regulations in the commitments include making key information clear and prominent; specific and clear statements regarding fabrics, avoiding ambiguous words like ‘eco’, ‘responsible’ or ‘sustainable’ without further explanation; and not using ‘natural’ imagery in a way that suggests a product is more environmentally friendly than it actually is.

The percentage of recycled or organic fibres must be clearly displayed and easy for customers to see.

Search filters online must be accurate, only showing items that meet the filter requirements.

Any claims made to consumers about environmental targets must be supported by a clear and verifiable strategy, and customers must be able to access more details about it. Such information should include what the target is aiming to achieve, the date by which it is expected to be met, and how the company in question will seek to achieve that target.

Statements made by the companies about accreditation schemes and standards must not be misleading.

All three firms must also 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.

Fibre2Fashion News Desk (DS)

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