Fashion giants Asos, Boohoo and George Asda are investigating whether the green and sustainable claim is greenwashing.
Competitive Markets Authority (CMA) officials said they would investigate Asos’ “Responsibly Edited” series, Boohoo’s “Future Ready” and “George for Good”.
The CMA said it received information that some garments did not meet green standards.
According to officials, this could land retailers in court if their claims are found not to be “stacked.”
The CMA also advises all fashion companies to comply with the law.
Sarah Cardell, Deputy Executive Director of CMA, said:
“Ecologically clean and sustainable products can play a role in the fight against climate change, but only if they are genuine.”
“We looked at Asos, Boohoo and George green claims at Asda to see if they are stacked.
“If it turns out that these companies are using misunderstood green claims, we will not hesitate to take enforcement action through the courts, as necessary.”
“This is just the beginning of our work in this area, and all fashion companies need to be careful. Examine their practices and make sure they comply with the law.”
CMA began investigating the fashion sector in January.
The initial concern was that some companies made sweeping and unsubstantiated claims about using recycled materials in new clothing.
It has been found that some products can contain up to 20% recycled fabrics, even though they are more sustainable on the market.
Some explanations may lack important information about what the fabric is made of and whether the fabric standards apply to a particular product or to broader company practices. The CMA states that it lacks clarity about what it is.
Kate Gee, an attorney with the law firm Signature Litigation, said: With claim code green.
“It’s becoming clear over time whether these or other companies are really overstating their sustainability ratings, but the CMA is ready and takes a strong approach to enforcing the law if a court is needed. I seem willing to accept that.
“Given the global scale and influence of the fashion industry, I believe this is just the beginning of a series of studies on this sector.”
The CMA has raised the concerns with Boohoo, Asos and Asda and will begin collecting evidence to continue the investigation.
This may force retailers to change their practices or take them to court.
With environmental claims plus widespread misunderstanding, CMA may look to other sectors to reduce greenwashing in the future.
An Asda spokesperson said:
“We are ready to answer questions CMA has about the scope of George for Good and CMA’s additional efforts to ensure that sustainability claims in the fashion industry are strong and clear. Welcome.”
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Source: Metro
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