Competition and Markets Authority

UK’s Competition and Markets Authority has promised a crackdown on greenwashing by fashion brands and even warned 17 of them to review their green claims. In doing so, it will help to make sure shoppers looking to buy ‘green’ can trust the claims they see.

In a beginning of sorts after being pushed to the wall by the principal competition regulator in the UK, three major brands—ASOS, Boohoo and George at Asda—have inked formal agreements to use only accurate and clear green claims.

The Competition and Markets Authority has published the Green Claims Code that articulates how consumer protection law applies to environmental claims and provides a framework for businesses to make environmental claims that help consumers make informed choices. 

The official UK watchdog has expressed concern at the way three fast fashion chains are marketing their products to customers as eco-friendly, and said that it will examine environmental claims across the fashion retail sector to determine whether or not businesses are complying with consumer protection law.