A UK regulator has launched an investigation into Asos, Boohoo and Asda over their “green” claims.
The Competition and Markets Authority (CMA) said it wanted to “get to the bottom of whether the three companies were “misleading” their customers about the sustainability of their products.
The move is part of the CMA’s recent effort to crack down on greenwashing across all industries.
In September 2021, the regulator released the Green Claims Code, which sets out how companies can honestly and accurately communicate their green credentials without misleading customers.
In January, the CMA turned its attention to the fashion industry, which is a notorious repeat offender when it comes to over-the-top sustainability claims.
Since the Green Claims Code was introduced last year, five out of 21 greenwashing complaints filed with the CMA have involved the fashion industry, according to an investigation by international law firm RPC.
The CMA said on Friday it will investigate whether the language used by Asos, Boohoo and Asda to describe their respective sustainability ranges is “too broad and vague”.
British regulator launches greenwashing investigation
She will also investigate whether the criteria for including a product in these ranges are “lower than customers can reasonably expect”. Products that consist of only 20 percent recycled material are given as an example.
In addition, the authority will investigate whether certain items are included in the collections even though they do not meet these requirements, or whether information about the products included in the organic ranges is missing, for example about what fabrics they are made of.
Finally, the CMA wants to investigate whether statements about accreditation systems and standards for textiles are potentially misleading, for example if it is not clear “whether the accreditation relates to specific products or to the general practices of the company”.
Sarah Cardell, interim chief of the CMA, said in a statement: “People who want to buy ‘green’ should be able to do so with the confidence that they will not be misled. Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.”
She said the CMA would not hesitate to “take action, including legal action if necessary, if the green claims made by the companies are unfounded.”
“This is just the beginning of our work in this sector and all fashion companies should take note: review your own practices and ensure they are in line with the law,” Cardell added.
The CMA reported contacting all three companies. All had submitted statements in which they declared their willingness to cooperate with the investigation.
This translated article originally appeared on FashionUnited.uk.