The verification will focus on the “green” claims made by companies about their clothing, their shoes and accessories.
UK competition regulator to investigate green claims of Asos, Boohoo and Asda .
UK competition regulator CMA is to investigate fashion brands like Boohoo and Asos, accused of being highly polluting, to check whether their environmental claims on certain products are misleading.
The CMA warns that its investigation could be widened to other brands, according to a press release issued on Friday.
The authority of regulation will examine the claims of fast fashion brands (fast fashion) Asos, Boohoo and George at Asda, while these brands market certain clothing, footwear and accessories as being environmentally friendly.
If these companies use misleading environmental claims , we will not hesitate to act, before the courts if necessary, underlines the CMA.
Boohoo says that it is collaborating with the CMA and is determined to provide its customers accurate information about the products they buy, reacted the group in a press release.
Asos assured in a separate statement that it will cooperate with the investigation and is committed to doing its part to make the fashion industry more sustainable, including by providing clear information and precise about its products.
The CMA recalls that it looked last January at the clothing sector, where some 54 million pounds [83 million Canadian dollars] are spent by consumers each year, and that this first review revealed concerns about potential misleading environmental claims.
Some companies give the impression that their products are sustainable or better for the environment. environment by, for example, reporting the use of recycled materials without information that justifies these assertions, argues the regulator.
However, the whole question is to look beyond words, according to Danni Hewson, analyst at AJ Bell, because there is a big difference between 100% recycled materials and those that contain only a fraction.
The question is all the more crucial as customers want to feel good about what 'they buy and many are willing to pay slightly more for it, while the sector is criticized in particular for its unsustainable practices.
The industry of clothing is accused of being one of the most polluting in the world.