LONDON – A survey of marketing professionals in the UK indicates that some are wary of executing sustainability campaigns in fear of unintentionally ‘greenwashing’.

Research from the likes of the European Commission identified fashion brands and retailers to be amongst the worst culprits of greenwashing, with firms exaggerating claims or using vague language to promote ‘sustainable’ collections.  

The Competition and Markets Authority (CMA) last month published its new ‘Green Claims Code’ to help businesses comply with consumer laws and has pledged to investigate industries for instances of greenwashing from next year.

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