Asda investigated by CMA over greenwashing claims

Asda is one of a number of retailers being investigated by The Competition and Markets Authority (CMA) over greenwashing claims for its George at Asda fashion brand.

The CMA is launching an investigation to scrutinise the brand’s sustainable fashion claims. The regulator will also be looking into eco-friendly and sustainability claims made by fashion brands Boohoo and Asos about their clothing, footwear and accessories.

The move comes as part of the CMA’s ongoing investigation into potential greenwashing in light of concerns around the way the firms’ products are being marketed to customers as eco-friendly.

In January this year, the CMA identified problems around potentially misleading sustainability claims, with several companies giving the impression that products were better for the environment then they really were; making broad claims around the use of recycled materials, with little evidence to back up these statements.

The CMA will be focusing its attention on clothing collection titles such as ‘George for Good’, which may appear more environmentally sustainable than they actually are.

READ MORE: Data: Asda reveals one in five UK households
have ‘negative disposable income’ 

“People who want to ‘buy green’ should be able to do so confident that they aren’t being misled,” CMA chief executive Sarah Cardell said.

“Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.

“We’ll be scrutinising green claims from ASOS, Boohoo and George at Asda to see if they stack up. Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action – through the courts if necessary.”

An Asda spokesperson told Grocery Gazette: “We know how important it is that our customers can trust the claims we make about our products, which is why we ensure the statements we make can be supported by industry accreditations.

“We are ready and willing to answer any questions the CMA have about our George for Good range and welcome further work by the CMA to ensure the sustainability claims made by the fashion industry as a whole are robust and clear.”

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