According to the Competition and Markets Authority (CMA), ASOS, Boohoo, and George at Asda have all pledged to only employ “accurate and clear” claims.
The CMA is pleading with all fashion companies to reevaluate their green claims.
The regulator is actively working to end “greenwashing,” and this action is a part of that effort.
“They can believe the green claims they see now that millions of people shop with these well-known companies,” said CEO Sarah Cardell.
The announcements reportedly require the businesses to change the way they showcase, justify, and publicize their green credentials.
Marketing products as more environmentally friendly than they actually are is a practice known as “greenwashing.” Examples of this include using terms like “sustainable” or “responsible” without providing additional information, or branding a product as having recycled fibers when its recycled content is actually quite low.
‘Clear and precise’ environmental statements are promised by fashionistas Asos, Boohoo, and George.
In response to actions taken by the competition regulator, three of the largest low-cost fashion businesses in the UK will modify the way they communicate the environmental effect of their clothing.
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