OSLO – The Norwegian Consumer Authority (CA), an independent administrative body which works to influence trading decisions across an array of markets, has lambasted what it calls “illegal marketing” from H&M in the promotion of its Conscious collection, and has demanded the fashion brand apologise to consumers.

In particular, the CA, in close collaboration with the Norwegian Broadcasting Corporation (NRK), claims H&M’s portrayal of its collection’s sustainability credentials breaches Norwegian marketing laws and alleges that the brand uses symbols, statements and colour to mislead buyers.

H&M launched its Conscious line in April, an ensemble it describes as a “collection inspired by the wonders of planet earth”, through which it has introduced three new renewable resources: citrus peel, pineapple leaves and algae biomass.

The fashion brand has defended itself speaking exclusively with Ecotextile News, saying the CA “doesn’t have the background or competence to evaluate [the apparel collection],” and has instead chosen to challenge the precision of the information it provides.

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