OSLO – Norwegian brand Norrøna has defended its use of Higg Materials Sustainability Index (Higg MSI) data to help consumers choose garments based on their environmental impact after it was declared illegal by consumer watchdogs.
The Norwegian Consumer Authority (NCA) concluded that apparel brand Norrøna’s use of Higg MSI data to make environmental claims about an organic cotton t-shirt was “likely to be false and untruthful” and therefore in breach of Norway’s Marketing Control Act.
It has ordered Norrøna to stop using Higg data in its marketing to consumers and has also warned the Sustainable Apparel Coalition (SAC), which owns the Higg Index suite of tools, not to allow its partners to use Higg MSI data for marketing to consumers.
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