In accordance with the Dutch Advertising Council’s advertising code, six sustainability claims from Primark Netherlands were investigated and found to be “misleading”. The investigation was carried out in response to a complaint lodged with the Commission. That appeal was recently upheld, but that doesn’t mean the matter is over: Primark will appeal the ruling, a Primark spokesperson told FashionUnited.
However, due to the ruling, Primark Netherlands is no longer allowed to advertise with the six denounced claims. In the event of an infringement, the Commission can ask the Dutch Consumer and Market Surveillance Authority to intervene. One of the options is to impose a fine.
Primark is appealing against the Advertising Council’s decision
The complaint lodged relates to advertising in Primark stores and the brand’s online presence. One of the advertisements at issue is Primark billboards featuring photos of clothing manufacturers. The images are accompanied by the words “Education for Equality” and “Opportunities for All”. However, at the bottom of the poster, in smaller font, it states that Primark does not intend to tackle this before 2030.
“The purpose of this process is not to derail Primark. It’s just to encourage that companies like Primark want to take steps towards sustainability. But: This has to be communicated honestly,” explains Laura van Gijn, a lawyer involved in the lawsuit. “Consumers are increasingly considering sustainability issues when making purchasing decisions. They need an honest portrayal.”
“Primark Cares is our commitment to making more sustainable fashion affordable and accessible to everyone. Our goals are realistic, achievable and clearly communicated, including through an annual report. We want to be clear that we value critical review and will continue to work towards our Primark Cares commitments in an open and transparent manner. “We therefore disagree with the Advertising Council’s decision and will appeal the outcome,” Primark commented on the decision.
This translated article originally appeared on FashionUnited.nl.