Regulators to investigate fashion sector on suspicion of greenwashing

Greenwashing is a communication technique aimed at building a false image of a company in terms of environmental impact
// The UK Competition and Markets Authority is set to investigate the prevalence and impact of greenwashing in the fashion industry
// The agency is focusing on how claims are made about the environmental impact of products and services

The Italian Competition Authority (CMA has launched a official investigation into the sustainability claims made by the fashion industry Amid growing concern, the industry is attempting to wash away buyers.

The review will look at environmental claims in the UK fashion retail sector to determine whether or not companies comply with consumer protection law, identify activities they believe are “greenwashing” and take appropriate action.

This is followed by the launch of the organism’s “Green Claims Code,” which, following industry feedback to sharpen the guide’s focus, asks six questions to stakeholders to ensure they avoid vague or deceptive language surrounding their marketing.


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“Our work so far indicates that there may be problems with greenwashing in the fashion industry and that is why we have prioritized this area for further investigation,” noted Cecilia Parker Aranha, the authority’s director of consumer protection.

The agency will focus on how claims are made about the environmental impact of products and services and whether they are supported by evidence. It will also investigate whether these claims affect consumer behavior and whether consumers are misled about the lack of information.

The CMA chose the fashion industry for its significant size, sharing figures that estimate UK consumers spend £ 54 billion annually on clothing and footwear and that fashion is between 2 and 8% responsible. of global carbon emissions.

CMA CEO Andrea Coscelli said: “More people than ever are evaluating the environmental impact of a product before parting with their hard-earned cash. We are concerned that too many companies are falsely taking credit for being green, while companies genuinely environmentally friendly do not get the recognition they deserve.

“The Green Claims Code was written for all companies, from fashion giants and supermarket chains to local stores. Any company that does not comply with the law risks damaging its reputation with customers and could be the subject of an action by the CMA. “

Minister of State for Energy and Clean Growth Greg Hands added: “Millions of British households are rightfully choosing to switch to green products as they seek to reduce their carbon footprint. But it is right that this commitment is corroborated. by transparent claims from businesses.

“The new competition regulator code will help ensure this with advice on how to best communicate and understand environmental claims.”

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