Asos, Boohoo and George at Asda investigated over eco-friendly claims
The Competition and Markets Authority has launched an investigation into whether “eco-friendly and sustainability claims” made by the fast fashion chains Asos, Boohoo and George at Asda constitute greenwashing.
Sarah Cardell, the interim CMA chief executive, said the regulator would be “scrutinising green claims” made by the brands and “won’t hesitate to take enforcement action” if they are found to have been misleading customers over their environmental credentials.
“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,” she said.
“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.”
The CMA has written to the three firms outlining its concerns and said it would use its information-gathering powers to obtain evidence to progress its investigation
Cardell warned all fashion brands that this was “just the start” of a wider investigation “and all fashion companies should take note: look at your own practices and make sure they are in line with the law”.
It is part of the CMA’s investigation into potential greenwashing following concerns over the way the firms’ products are being marketed to customers as eco-friendly.
The watchdog says entire lines of clothing are being labelled sustainable and eco-friendly, without the company having proof that the whole process – from manufacture to delivery, packaging and sale – is good for the environment.
It is estimated that UK consumers spend £54bn
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