LONDON - Ethical fashion brand Matt & Nat has been issued a warning by the UK advertising watchdog for misleading customers about the green credentials of one of its products.

The Advertising Standards Authority (ASA) warned the Canadian vegan accessories brand not to "exaggerate" its use of recycled material after receiving a complaint about a Matt & Nat print advertisement.

The ad for a backpack, featured the tagline: "Vegan. Cruelty Free. Recycled", which the complainant felt was misleading.

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