‘Greenwashing’ is the new black for fashion, watchdog warns

HIGH-STREET fashion brands could be guilty of “greenwashing” in their claims of sustainability, the Competition and Markets Authority (CMA) has warned, as it launches an investigation into whether laws may have been broken.

Claims that items are recycled, made from sustainable or biodegradable material or carbon-neutral will all be looked into as retail becomes the first sector to be examined in a major investigation into misleading green claims.

Companies that are found to be making false eco claims could be encour- aged to change their messaging or face court action.

“People are becoming increasingly aware of the negative impact that fashion can have on our planet. We know that 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,” said Cecilia Parker Aranha, the CMA’S director of consumer protection.

“Our work so far indicates that there could be issues with greenwashing in the fashion sector and that’s why we’ve prioritised this area for further investigation.

“Now is the time for the fashion industry to take a fresh look at what they’re telling customers and make any changes needed to comply with the law.

“Businesses that can’t back up their claims risk action from the CMA and damage to their reputation in the long run.”

A study last year found that clothing made from recycled bottles is actually creating more plastic waste because polyester and other materials created from plastic bottles cannot be recycled and are ending up in landfill at the end of their life.

High-street brands are increasingly turning to recycled plastic as an alternative material, with up to 85 per cent of polyester in some shops made from single-use plastic bottles.

British consumers spent £41billion on “ethical” products in 2019 – nearly four times as much as what was spent 20 years ago.

The CMA is urging shoppers to get in touch with any information they may have on misleading items, and has said it will take action if it finds clear evidence, at any stage of its investigations.