Three of the UK’s biggest budget fashion brands will change the way they present the environmental impact of their clothes, following action by the competition regulator.
Asos, Boohoo and George at Asda have signed pledges to use only “accurate and clear” claims, the Competition and Markets Authority (CMA) said.
The firms said they remained committed to improving sustainability.
The firms said they remained committed to improving sustainability.
Presenting products as more eco-friendly than they are, without providing further information, is not fair on customers and distorts competition, the regulator said.
The CMA also has household products, such as washing up liquid and soaps in its sights. At the end of last year it said it was investigating consumer goods giant Unilever over whether some of its environmental branding was misleading.
“What we’re asking firms to do is put themselves in the shoes of their shoppers, and see whether that claim is understandable in its own right – is it accompanied by information that makes clear what that means?” said George Lusty interim executive director for consumer protection and markets at the CMA.
Many fashion brands market specific ranges as eco-friendly. Asos used to have a “Responsible edit” range, Boohoo sells clothes under “Ready for the Future”, and Asda has “George for Good”.
In future, the criteria for inclusion in these ranges must be “clearly set out and detail any minimum requirements”, the CMA said.
Three of the UK’s biggest budget fashion brands will change the way they present the environmental impact of their clothes, following action by the competition regulator.
The firms said they remained committed to improving sustainability.
Asos, Boohoo and George at Asda have signed pledges to use only “accurate and clear” claims, the Competition and Markets Authority (CMA) said.
Presenting products as more eco-friendly than they are, without providing further information, is not fair on customers and distorts competition, the regulator said.
The firms said they remained committed to improving sustainability.
The firms said they remained committed to improving sustainability.
Presenting products as more eco-friendly than they are, without providing further information, is not fair on customers and distorts competition, the regulator said.
The CMA also has household products, such as washing up liquid and soaps in its sights. At the end of last year it said it was investigating consumer goods giant Unilever over whether some of its environmental branding was misleading.
“What we’re asking firms to do is put themselves in the shoes of their shoppers, and see whether that claim is understandable in its own right – is it accompanied by information that makes clear what that means?” said George Lusty interim executive director for consumer protection and markets at the CMA.
Many fashion brands market specific ranges as eco-friendly. Asos used to have a “Responsible edit” range, Boohoo sells clothes under “Ready for the Future”, and Asda has “George for Good”.
In future, the criteria for inclusion in these ranges must be “clearly set out and detail any minimum requirements”, the CMA said.
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