Asos, Asda, and Boohoo Commit to Clearer Green Claims After Regulatory Crackdown

Following a 20-month investigation, the UK's Competition and Markets Authority secures formal agreements from major fashion retailers to ensure accurate environmental labeling.

The Competition and Markets Authority (CMA) concluded a 20-month investigation into Asos, Asda, and Boohoo, addressing concerns over misleading green claims.
Retailers have agreed to provide clear and accurate information about the environmental impact of their products, avoiding vague terms like 'eco' and 'sustainable'.
Criteria for including products in eco-friendly ranges must be clearly defined, including specific requirements such as the percentage of recycled fibers.
The agreement includes regular reporting to the CMA and stipulations against using misleading natural imagery in marketing.
This regulatory action sets a new industry standard, urging all fashion retailers to review their environmental claims and practices.