As of January 2022, the CMA began focusing on the fashion sector, where its reported that an estimated £54 billion is spent by consumers annually.

Concerns around misleading green claims were identified, which included a number of companies creating the impression that their products were somewhat ‘sustainable.’ This includes making claims about the use of recycled materials in new clothing – without offering much information about the basis for those claims or exactly which products they’re related to. 

As of the end of July, the CMA has launched investigations into ASOS, Boohoo and Asda’s George to get to the bottom of the following concerns:

• Whether the statements and language used by the businesses are too broad and vague, making the products in question appear more sustainable than they actually are. For example: the ‘Responsible edit’ from ASOS, Boohoo‘s current ‘Ready for the Future’ range and Asda’s ‘George for Good.’
• Customers may be lead to believe some products listed as sustainable by ASOS, Boohoo, and George consist of a relatively large % of sustainable materials, when some products may contain as little as 20% recycled fabric. 
• Some items may have been included in the sustainable collections when they do not meet the criteria.
• A lack of detail is provided to customers about products included in any of the companies’ eco ranges – such as missing information about what the fabric is made from.
• Any statements made by ASOS, Boohoo or Asda’s George brand about fabric accreditation schemes and standards are potentially misleading. This included a lack of clarity as to whether the accreditation applies to particular products or to the companies wider practices. 

The CMA has written to all 3 companies outlining its concerns and will now use its information gathering powers to obtain evidence to progress the investigation. How this investigation develops will depend on the CMA’s assessment of the evidence the gather.

Possible outcomes may involve securing undertaking from the companies to change the way they operate, the companies being taken to court, or closing the case without further action. 

The CMA’s investigation into misleading environmental claims by ASOS, Boohoo and Asda’s George brand is ongoing and The Hoxton Trend will do our best to keep you informed as the investigation and more evidence unfolds.

If you like to shop sustainably, check out these 6 trusted retailers and their sustainability ranges:

• Farfetch
• Thread
• Nike
• Adidas
• Selfridges
• Tessuti

For more up to date news plus the best discounts & sales – visit The Hoxton Trend and shop our variety of designer retailers right here.