Inquiry launched into World brand ‘made in NZ’ labelling

WELLINGTON: The Commerce Commission has officially opened an investigation into clothing brand World over its ‘‘made in New Zealand’’ claims.

This comes after a series of complaints launched last week into the brand, following a report on the company’s use of swing tags saying ‘‘fabrique en Nouvelle Zelande’’ on clothing that had been manufactured abroad.

After a preliminary assessment of the complaints, the commission has decided to open an official investigation into the matter.

The initial reporting on this story sparked a wider discussion across media about ‘‘made in New Zealand’’ claims being made by other local brands.

Alongside this announcement, the commission has also given a stern warning to New Zealand brands not to make claims about local provenance unless they can be backed up with evidence.

‘‘Any labelling must be clear and truthful,’’ commissioner Anna Rawlings said.

‘‘For example, if a manufacturing process includes steps taken within New Zealand and overseas, some brands choose to explain this with labelling such as ‘packaged in New Zealand using imported ingredients’. For clothing, an accurate claim might say ‘designed in NZ and manufactured in China’.’’

Ms Rawlings reminded businesses consumers relied on retailers’ disclosures.

Countryoforigin claims were ‘‘important for local manufacturers that want to protect the value placed on a genuinely New Zealandmade product’’. — NZME