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The UK’s competition watchdog has launched an investigation into eco-friendly and sustainability claims against three fashion brands, following claims of greenwashing in the clothing industry.
The Competition and Markets Authority announced on Friday that it is investigating claims made by the Asos, Boohoo and Asda George brand about the green-friendly nature of their fashion products, clothing, footwear and accessories.
The research was prompted by the CMA’s review in January, which said it “identified concerns around potentially misleading green claims” by some UK fashion retailers.
“These include many companies giving the impression that their products are ‘sustainable’ or better for the environment – for example by making sweeping claims about using recycled materials in new clothes – without any data to back those claims up or what products they actually relate to,” the watchdog said.
According to the CMA, eco-friendly language used by retailers is “too broad and vague, and clothing collections – such as Asos’ ‘responsible edit’, Buhu’s current ‘future-ready’ and ‘future-ready'”. George for Good’ – are more environmentally sustainable than they are.
Asos said it would cooperate with the CMA’s investigation and was “committed to playing its part in making fashion more sustainable”.
Asda and Boohoo have been approached for comment.
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