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BRUSSELS - Make the Label Count - a new international coalition of organisations - is claiming that European Commission proposals for sustainability labels on clothing are in danger of misleading the public.

The consumer-facing Product Environmental Footprint (PEF) system is designed to measure and label the environmental impact of all apparel and footwear products sold within the European Union (EU).

However, Make The Label Count argues that the proposed methodology currently excludes critical environmental impacts and does not reflect the EU’s own sustainability and circularity goals.

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