Three major UK budget fashion brands, ASOS, Boohoo, and George at Asda, have committed to changing the way they communicate their environmental impact following actions taken by the Competition and Markets Authority (CMA). The companies have pledged to provide only “accurate and clear” information about their sustainability efforts, in response to concerns raised by the CMA about greenwashing in the industry.
The move comes as part of a wider crackdown by the CMA on misleading environmental claims in various sectors, including household products like washing up liquid and soaps. The regulator emphasized the importance of providing transparent and detailed information to consumers, rather than presenting products as more eco-friendly than they actually are.
ASOS, Boohoo, and George at Asda have agreed to adjust how they display, describe, and promote their green credentials in light of the CMA’s investigation. The companies will now be required to clearly outline the criteria for inclusion in their eco-friendly ranges, such as specifying any minimum requirements for sustainability.
George Lusty, interim executive director for consumer protection and markets at the CMA, emphasized the need for firms to substantiate their green claims with accurate and easily understandable information. The CMA’s investigation, launched in July 2022, did not lead to legal action against the fashion brands, but instead resulted in voluntary commitments from the companies to ensure their environmental claims are accurate and prominently displayed.
ASOS highlighted the importance of providing clear and accurate information to empower consumers to make informed choices, while Boohoo stated its commitment to best practices and transparency in communicating with customers. George at Asda also expressed its support for measures aimed at improving consumer understanding of environmental claims.
In addition to the voluntary undertakings made by ASOS, Boohoo, and George at Asda, the CMA has issued an open letter to the fashion industry urging other companies to review their environmental claims and ensure compliance with consumer protection laws. The regulator is dedicated to promoting transparency and accuracy in sustainability efforts within the fashion industry, to benefit both consumers and the environment.
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