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MILAN - Luxury fashion house Gucci has reportedly deleted its claim of becoming “entirely carbon neutral” from its website and is no longer working with South Pole, the Swiss carbon credit consultancy it partnered with on the commitment.

Gucci, which is owned by Kering, announced it had become “entirely carbon neutral” in 2019 in part using rainforest offsets certified by the controversial US-based Verra carbon offsetting standard.

However, the brand has now dropped its climate neutrality claims, according to the Guardian, which also reports that the UK's Advertising Standards Authority (ASA) is to ban claims that products are carbon neutral using offsets unless companies can prove they work.

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