LONDON – The UK’s Competition and Markets Authority (CMA) is to investigate the prevalence and impact of greenwashing in the fashion sector, as it looks to create greater transparency over sustainability claims.
It follows the launch of the body’s ‘Green Claims Code’, which – following industry feedback to sharpen the guide’s focus – poses six questions to stakeholders to ensure they avoid vague or deceitful language surrounding their marketing.
“Our work so far indicates that there could be issues with greenwashing in the fashion sector and that is why we’ve prioritised this area for further investigation,” noted Cecilia Parker Aranha, the authority’s director of consumer protection.
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