The Competition and Markets Authority has today said it will be scrutinising sustainability claims made about fashion products by ASOS, Boohoo and Asda.
Part of the CMA’s ongoing probe into potential greenwashing, the investigation follows concerns around the way the firms’ products are being marketed to customers as "eco-friendly".
Sarah Cardell, interim chief executive of the CMA, said: “People who want to ‘buy green’ should be able to do so confident that they aren’t being misled. Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.
“We’ll be scrutinising green claims from ASOS, Boohoo and George at Asda to see if they stack up. Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action – through the courts if necessary.
"This is just the start of our work in this sector and all fashion companies should take note: look at your own practices and make sure they are in line with the law.”
The CMA published its Green Claims Code in September 2021. The code aims to help businesses understand how to communicate their green credentials, while avoiding the risk of misleading shoppers.
Possible outcomes from the investigation include securing undertakings from the companies to change the way they operate, taking the firms to court, or closing the case without further action.
Some £54bn is spent by consumers each year on fashion. The CMA began its investigations into the sector in January this year, and plans to look to other sectors "in due course".
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