CMA targets fashion over greenwashing

By

Nigel TAYLOR

Published
Jan 18, 2022

Fashion brands overstating their environmental credentials had better watch out. The UK’s Competition and Markets Authority (CMA) is cracking down on businesses, and particularly those in the fashion sector, that make misleading sustainability claims in promotional material.

Brands could be forced to change the way they advertise or face court action if they are found to have breached consumer protection law.

The CMA is understood to have prioritised fashion because of the size of the market and the scale of consumer concerns. Other sectors of concern include beauty, food, drink and transport.

The CMA’s director of consumer protection, Cecilia Parker Aranha, told The Guardian newspaper: “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.”

She added: “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.

“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.”