Three prominent budget fashion brands in the UK, ASOS, Boohoo, and George at Asda, have made a commitment to change how they convey the environmental impact of their clothing items after the Competition and Markets Authority (CMA) intervened. The intervention from the CMA focused on the significance of providing consumers with truthful and transparent eco-claims, warning against the deceptive practice of "greenwashing," where products are inaccurately marketed as eco-friendly without sufficient details.
During the CMA's examination of the fashion industry, it was revealed that ASOS, Boohoo, and George at Asda have agreed to modify their approaches concerning the presentation, description, and promotion of their environmental credentials. These brands have pledged to establish clear guidelines for including products in eco-friendly collections and to support claims like "recycled" or "organic" with specific information to ensure accuracy. George Lusty, the CMA's interim executive director for consumer protection and markets, emphasized the necessity for substantiated and understandable green claims to be communicated to consumers effectively.
Although no legal action was taken against the fashion companies following the investigation, they have committed to upholding the accuracy and transparency of their eco-claims. ASOS praised the voluntary commitments made by the three brands, noting that they would set a standard for the industry as a whole. Boohoo expressed contentment that the investigation did not result in legal consequences and reiterated its dedication to providing precise information to customers. Boohoo's chief executive, John Lyttle, highlighted the importance of collaborative efforts in addressing sustainability challenges within the fashion sector. Additionally, the CMA issued an open letter encouraging other fashion companies to review their environmental assertions and ensure compliance with consumer protection regulations.