Major fashion retailers ASOS, Boohoo, and George at Asda have committed to improving the clarity of their environmental credentials in response to a call from Britain's competition watchdog,
the Competition and Markets Authority (CMA), the regulator stated on Wednesday.
This move comes after a thorough investigation conducted by the CMA in 2022, prompted by growing concerns about companies overstating their green initiatives to attract environmentally conscious consumers and secure investments from funds focused on sustainability.
Under the agreements reached, the retailers have pledged to provide clearer information about the materials used in their environmentally friendly product lines, opting for terms such as 'organic' or 'recycled' instead of potentially misleading terms like 'eco' or 'sustainable.' Additionally, they will establish transparent criteria for determining which products qualify for inclusion in their environmental collections, the CMA outlined.
According to the regulator, these three brands collectively generate over £4.4 billion ($5.56 billion) annually from fashion sales in the UK alone. Photo by Trappedinburnley, Wikimedia commons.
