boohoo and Asos, suspected of greenwashing by the British authorities

As the general public becomes aware of ecological issues, including in terms of apparel, some brands are taking the fold to make more effort … or to engage in greenwashing.

UK competition and markets authority investigates Asos and boohoo

This was noted by the UK Competition and Markets Authority (CMA). Through a press release published on July 29, 2022 on the government website, this regulatory institution expresses the will to decipher the veracity of the ecological promises made by some brands. Asos, boohoo and George ad Asda (little known in France, the latter dresses adults as well as children and babies) are therefore in the sights of the CMA, as stated by Sarah Cardell, acting director general of the institution. :

“People who want to ‘buy green’ should be able to do so knowing they are not being misled. Green and sustainable products can play a role in fighting climate change, but only if they really are.

We will review the green claims of Asos, boohoo and George at Asda to see if they are true. If we find that these companies are using misleading green claims, we will not hesitate to take enforcement action, if necessary through the courts.

This is just the beginning of our work in this industry and all fashion companies should take note: look at their practices and make sure they comply with the law. “

In the wake of this press release from the UK competition and market control body, the three brands have expressed their readiness to cooperate, as noted by the Guardian.

The Norwegian authority has already blocked H&M on suspicion of greenwashing

Recently, brands have teamed up to form a coalition for sustainable apparel (SAC for Sustainable Apparel Coalition) to facilitate the verification and identification of the environmental impact of their products. Thus, for example, on the H&M website, the general public could see at what level a garment was ranked in the Higg Materials Sustainability Index (MSI) scale. This index wanted to become a kind of fashion equivalent to the Nutriscore found on food packaging, which ranks them from A to E.

But SAC ultimately suspended the product labeling tool after the Norwegian Consumer Authority warned H&M and other brands about it, the outlet reports. Fashion business. Data intended to help consumers was found to be misleading, with unfounded arguments, by the Norwegian consumer review. In summary, this Higg MSI eco-responsibility index only looked at the impact of clothing and shoes from their production to their arrival in stores, and not for the rest of their lives.

The urgent need for greater transparency in fashion against greenwashing

Does the product last a long time? Is it biodegradable? Does it release microplastics? What is the final carbon footprint of the product? These are the types of questions that go into Decathlon’s assessment, which clearly informs its customers, according to a method developed with the French public authority, the Environment and Energy Management Agency (ADEME).

The SAC has 250 other members, including Nike, Primark, Walmart, boohoo, Amazon, Tommy Hilfiger, that’s how popular this tool could have been. The fact that British and Norwegian consumer regulators speak out also reveals how complex it can be for fashion companies to communicate in an understandable, credible and verifiable way on eco-responsibility issues. All the better for brands to take the cabbage, because there is an urgent need for more transparency.