Three major budget fashion brands in Britain, ASOS, Boohoo and George at Asda, have committed to changing the way they communicate the environmental impact of their clothing following intervention from the Competition and Markets Authority (CMA).
The CMA stressed the importance of presenting accurate and clear environmental claims to consumers and highlighted the harmful effects of 'greenwashing', where products are falsely marketed as environmentally friendly without sufficient information.
As part of its investigation into the fashion sector, the CMA found that ASOS, Boohoo and Asda's George agreed to change their practices in relation to displaying, describing and promoting their environmental credentials. The companies pledged to provide clear criteria for including products in eco-friendly ranges and to back up claims such as 'recycled' or 'organic' with specific information.
The CMA's interim director for consumer protection and markets, George Lusty, stressed the need for green claims to be substantiated and understandable to consumers. The investigation did not result in legal action against the fashion companies, but they have made commitments to ensure the accuracy and clarity of their eco claims.
ASOS welcomed the voluntary commitments from the three brands, saying they would set a benchmark for the industry. Boohoo expressed its satisfaction that the investigation did not lead to legal action and reaffirmed its commitment to providing accurate information to customers. Boohoo CEO John Lyttle highlighted the importance of collective solutions to sustainability challenges in the fashion industry.
In addition to these commitments, the CMA has published an open letter calling on other fashion companies to review their environmental claims and ensure compliance with consumer protection laws.
#Asos #Boohoo #George #promise #39clear #accurate39 #eco #claims
