How can you inform your customers about the efforts made in terms of eco-responsibility without going into greenwashing? It is on this thin crest line that brands like H&M and Decathlon try to parade. These are found in the sights of the Dutch Consumer Markets Authority (ACM).
H&M and Decathlon, have ordered to stop the vague terms on ecology
This follows an investigation into potentially misleading marketing claims about terms such as ” ecological conception ” And ” aware “the specialized media report Fashion business on September 13, 2022. In response, H&M and Decathlon have committed to ” correct or discontinue the use of such sustainability statements on their clothing and / or websites “, Reports a press release from the ACM.
As a result, H&M and Decathlon pledge to donate € 500,000 and € 400,000 respectively to causes related to sustainability in the fashion industry.. It is these types of commitments that prevent the ACM from accusing them of greenwashing.
The noose is tightening around fashion and greenwashing in Europe
And if this story gives you a feeling of déjà vu, it is surely because H&M was already accused of deceptive practices by the Norwegian Consumer Authority in August 2019. Similar situation for boohoo and Asos in the UK in August 2022. Sign that the noose is tightening. As European laws in this area tighten, it is becoming increasingly complex to engage in greenwashing with total impunity. Chic then …
Source: Madmoizelle
Ashley Root is an author and celebrity journalist who writes for The Fashion Vibes. With a keen eye for all things celebrity, Ashley is always up-to-date on the latest gossip and trends in the world of entertainment.
