In July, the UK Competition and Markets Authority (CMA) launched an inquiry into ASOS, Boohoo and George at Asda to investigate potentially misleading ‘green’ claims by the three fashion brands.

The watchdog is concerned that some of the firms’ fashion products are being marketed as being eco-friendly and sustainable, even though the businesses may not be able to substantiate these claims.

In this article for Business Reporter, Partner Maria Cronin and Paralegal Mariana Garção describe why the CMA is concerned that some of the claims made by the three brands might constitute ‘greenwashing’ and what this practice amounts to. They explain the context to the CMA’s probe and why regulators in the UK and abroad are clamping down on ‘greenwashing’ in the fashion industry and in other sectors.

The article deals with potential consequences for the three brands were the CMA investigation to conclude that they had exaggerated their ‘green’ credentials of certain fashion lines.

It also reviews why companies, in the fashion industry and elsewhere, should take note of this development and the strategies they should be adopting now.