Fast fashion eco claims may be flannel
Watchdog to scrutinise green credentials of Asos, Boohoo and George at Asda to see if they stack up
ASOS, Boohoo and Asda are being investigated over allegations that they may be misleading customers over their environmental credentials as part of a major investigation into greenwashing in the fashion industry.
The inquiry will seek to establish if the fast-fashion brands are claiming their products are more sustainable or eco-friendly than they are.
The Competition and Markets Authority (CMA) will look into Asos’s Responsible Edit range, Boohoo’s Ready for the Future and Asda’s George for Good.
It highlighted claims around clothing marketed as recycled, which it said could be made from as much as 80 per cent new materials.
The retailers could be taken to court and forced to pay redress to customers if it emerges that their claims do not “stack up”.
Sarah Cardell, the CMA’S interim chief executive, said: “People who want to ‘buy green’ should be able to do so confident that they aren’t being misled. Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.
“We’ll be scrutinising green claims from Asos, Boohoo and George at Asda to see if they stack up.”
Officials said that they received reports that some of the brands’ clothes in the ranges may not be “green”.
It chose to focus on the three retailers because of their size and reach, and hopes the investigation will set a precedent for other companies to follow.
It chose to focus on the three retailers because of their size and reach, and hopes the investigation will set a precedent for other companies to follow.
A survey found 67 per cent of consumers want to buy clothes using sustainable materials, and 63 per cent think a brand’s sustainability credentials are important. Cheap, poorly made clothing is contributing to growing pollution by the fashion industry, which is estimated to account for 4 per cent of annual global carbon emissions.
Fashion is the first of several sectors the CMA will be investigating over greenwashing claims. “Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action – through the courts if necessary. This is just the start of our work in this sector and all fashion companies should take note: look at your own practices and make sure they are in line with the law.”
Some descriptions might be missing important information about what the fabric is made from, and there is a lack of clarity about whether fabric standards apply to specific products or the firm’s wider practices, the CMA said.
The investigation comes as fast-fashion retailers such as Asos and Boohoo try to burnish their sustainability credentials. Boohoo was engulfed in the £3-an-hour-pay scandal in 2020. A study last year found that clothing made from recycled bottles is creating more plastic waste. 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 turning to recycled plastic as an alternative material, with up to 85 per cent of polyester in some shops made from singleuse plastic bottles.
British consumers spent £41billion on “ethical” products in 2019 – nearly four times 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.
Earlier this year, the EU announced plans to crack down on fast fashion with new rules to make producers pay for their non-recyclable textile waste and give consumers more information on how to reuse and recycle their clothes.
The Government has also vowed to end the “throwaway” culture in fashion, but has been urged to do more.
Asda, Asos and Boohoo said they will work with the regulator during the inquiry. Asda said: “We know how important it is that our customers can trust the claims we make about our products, which is why we ensure the statements we make can be supported by industry accreditations.”
Asos said it was “committed to playing its part in making fashion more sustainable, including providing clear and accurate information about its products”.
Boohoo said it was “committed to providing its customers with accurate information
on the products they buy”.