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Gloucestershire Business News

Fashion retailers make environmental pledge

Three fashion retailers have signed an agreement on accurate 'green' information.

The Competition and Markets Authority (CMA) had investigated marketing claims about eco-friendly products made by ASOS, Boohoo and George by Asda, as reported by Sky.

The CMA's review had identified 'greenwashing' concerns about the fashion industry making items appear more environmentally friendly than they actually are.

Now the three brands have pledged to provide clear and transparent information about any green claims, using specific terminology like recycled or organic, rather than vague terms like sustainable or eco.

The information they provide to shoppers must use plain language, be clearly visible and easy to read.

The retailers will also stop using ambiguous imagery like green leaves or logos to suggest environmental benefits which don't exist.

Any specific ranges of clothing designed to have less of a negative environmental impact than other products must include clear information on the minimum environmental requirements for items to be included in the collection.

Fashion business should ensure any environmental targets are supported by a clear strategy, which customers can access. The retailer must provide information on what the target is for, when it will be met and how the company will achieve it.

The CMA is now calling on all fashion businesses, from fast fashion to high-end brands, to familiarise themselves with the pledges.

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