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Dirty Greenwashing: Watchdog Targets Fashion Brands

Written by Sarah Butler. The Guardian.


Brands could be forced to change the way they advertise or face court action if they are found to have breached consumer protection law with spurious environmental claims. Fashion brands that make misleading claims about their environmental credentials face a crackdown by the competition watchdog as it targets greenwashing.


Photo: The Guardian and Indiaforte/Alamy.


The Competition and Markets Authority (CMA) is understood to have prioritised fashion because of the size of the market and the scale of consumer concerns. As people are becoming increasingly aware of the negative impact that fashion can have on our planet. We know many shoppers are actively looking for brands which are doing good things for the environment – and we want to make sure the claims they see are stacking up.


"We know many shoppers are actively looking for brands which are doing good things for the environment – and we want to make sure the claims they see are stacking up. Our work so far indicates that there could be issues with greenwashing in the fashion sector and that is why we’ve prioritised this area for further investigation", said Cecilia Parker Aranha, the CMA’s Director of Consumer Protection.


Read the full article from The Guardian by clicking here.